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Type: Journal article
Title: Academic interface with marketing practice: leading and following and not losing the way?
Author: Brodie, R.
Citation: Australasian Marketing Journal, 2010; 18(3):177-178
Publisher: Elsevier
Issue Date: 2010
ISSN: 1441-3582
Statement of
Roderick J. Brodie
Abstract: <jats:p> While the academic business practice divide in marketing is not new it has recently been getting increased attention. It is the suggested the balance between applied problem solving research and basic research can be achieved by placing more emphasis on problem oriented research. To achieve this, academics need to place a greater emphasis on following and interpreting practice rather than thinking they need to always lead practice. </jats:p>
Rights: © 2010 Australian and New Zealand Marketing Academy. All rights reserved.
DOI: 10.1016/j.ausmj.2010.06.012
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Appears in Collections:Aurora harvest 7
Business School publications

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