Has Research in Marketing Lost its Way?

Abstract

Academic research in marketing has made significant strides in improving the methods by which it seeks to understand consumers' behaviour and their response to management actions. Yet, at the same time there is some evidence that these advances may be occurring at a cost of accessibility of its approaches and findings to practising managers. This paper considers how research in marketing might be focused to better meet to needs of practitioners without losing the benefits that come from a rigorous and careful grounding. Show more