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| Author: | Lee, N. Greenley, G. |
| Title: | The theory-practice divide: thoughts from the Editors and Senior Advisory Board of EJM |
| Journal: | European Journal of Marketing
2010 : VOL. 44:1/2, p. 5-20 |
| Index terms: | marketing theory |
| Freeterms: | working practices sciences |
| Language: | eng |
| Abstract: | The aim of this editorial is to collect thoughts and opinions from the Editors and Senior Advisory Board of European Journal of Marketing regarding the nature of "theory-practice divide" in marketing scholarship that has been long debated. The editorial proposes that for marketing scholarship to mature and progress, there must bee room for those who want to focus both on practical and pure marketing scholarship. Career advancement from both routes is important. |
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