search query: @indexterm interdisciplinary research / total: 24
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| Author: | Brownlie, D. Hewer, P. Ferguson, P. |
| Title: | Theory into practice: meditations on cultures af accountability and interdisciplinary in marketing research |
| Journal: | Journal of Marketing Management
2007 : VOL 23:5-6, p.395-409 |
| Index terms: | accountability interdisciplinary research theories |
| Freeterms: | practice relevance |
| Language: | eng |
| Abstract: | This article deals with the better understanding of the inescapable part the academy plays in circulating unhelpful discourses of marketing theory and practice, and the imputed differences between them it authoritizes. Offered is an alternative understanding that seeks to move the discipline beyond the isolationist stance unwittingly constructed by the problematic dualism of theory-practice, positioning to the need to better understand the making of marketing knowledge products, and the interdiciplinary social practices increasingly required of them. |
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