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Achieving effective academic/practitioner knowledge exchange in marketing

Hughes, Tim; Tapp, Alan; Hughes, Rebecca

Authors

Tim Hughes Tim.Hughes@uwe.ac.uk
Professor in Applied Marketing



Abstract

Marketing management research and teaching has been criticised for some time as being divorced from practice. However, there has been little research into the nature of knowledge exchange between academics and practitioners in the marketing field. In the exploratory research reported in this paper the authors conducted interviews with academics and practitioners. A number of different routes to knowledge exchange are identified and discussed. The effectiveness of the different routes is reviewed in relation to the circular process of turning learning into better practice and turning practice into better learning. Overall four broad factors (individual, institutional, content and relationship) are identified as being of prime importance in creating mutual value in knowledge exchange. A number of implications are then drawn out in order to aid academics, practitioners and policy makers in improving knowledge exchange in the marketing area. © Westburn Publishers Ltd.

Citation

Hughes, T., Tapp, A., & Hughes, R. (2008). Achieving effective academic/practitioner knowledge exchange in marketing. Journal of Marketing Management, 24(1-2), 221-240. https://doi.org/10.1362/026725708X274019

Journal Article Type Article
Publication Date Jan 1, 2008
Journal Journal of Marketing Management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Taylor & Francis (Routledge)
Peer Reviewed Peer Reviewed
Volume 24
Issue 1-2
Pages 221-240
DOI https://doi.org/10.1362/026725708X274019
Keywords knowledge exchange, marketing, academic, practitioner
Public URL https://uwe-repository.worktribe.com/output/1019299
Publisher URL http://dx.doi.org/10.1362/026725708X274019