Achieving effective academic/practitioner knowledge exchange in marketing

Hughes, T. , Tapp, A. and Hughes, R. (2008) Achieving effective academic/practitioner knowledge exchange in marketing. Journal of Marketing Management, 24 (1-2). pp. 221-240. ISSN 0267-257X Available from:

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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.

Item Type: Article
Uncontrolled Keywords: knowledge exchange, marketing, academic, practitioner
Faculty/Department: Faculty of Business and Law
Depositing User: E. Prescott
Date Deposited: 06 Mar 2013 14:35
Last Modified: 05 Jan 2017 15:11


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