search query: @indexterm business schools / total: 519
reference: 287 / 519
| Author: | Walle, A. H. |
| Title: | Modern marketing: the shift from acedemic respectability to practitioner significance |
| Journal: | Management Decision
1991 : VOL. 29:4, p. 39-40 |
| Index terms: | MARKETING PROFESSIONAL MARKETING BUSINESS SCHOOLS ACADEMIC STAFF SCIENTIFIC METHODS |
| Language: | eng |
| Abstract: | Business schools started as the intellectual "poor relations" of the academic world. To make up for this, business scholars intellectualized their work via the recognized methodology of the scientific method. But whilst this created intellectual respect, it often distanced business scholars from the "real world" of business. In the area of marketing, this academic rigour is now giving way to research which can serve the practitioner as well as (or instead of) a business scholars's peer group. Various outside disciplines which influence marketing are mentioned. Sophisticated cross-disciplinary work of a few scholarly journals is considered. |
SCIMA