Is academic marketing losing its way? Embrace intermediaries

Research output: Contribution to journalArticle

Abstract

I suggest that a solution to Reibstein et al. (2009) diagnosis that Academic Marketing is losing its way is to seek creative connections with marketing intermediaries (consultancies and market research firms) that can provide access both to problems and to data. That access should help the field find its way back to the path that leads to rigorous academic research on real and important problems.

Original languageEnglish (US)
Pages (from-to)174-176
Number of pages3
JournalAustralasian Marketing Journal
Volume18
Issue number3
DOIs
StatePublished - Aug 1 2010

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Intermediaries
Marketing
Consultancy
Academic research
Market research

All Science Journal Classification (ASJC) codes

  • Marketing
  • Economics and Econometrics

Cite this

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Is academic marketing losing its way? Embrace intermediaries. / Lilien, Gary L.

In: Australasian Marketing Journal, Vol. 18, No. 3, 01.08.2010, p. 174-176.

Research output: Contribution to journalArticle

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