Is academic marketing losing its way? Embrace intermediaries

Gary L. Lilien

doi:10.1016/j.ausmj.2010.06.011

Is academic marketing losing its way? Embrace intermediaries

Gary L. Lilien

Institute for the Study of Business Markets

Research output: Contribution to journal › Article › peer-review

3 Scopus citations

Abstract

I suggest that a solution to Reibstein et al. (2009) diagnosis that Academic Marketing is losing its way is to seek creative connections with marketing intermediaries (consultancies and market research firms) that can provide access both to problems and to data. That access should help the field find its way back to the path that leads to rigorous academic research on real and important problems.

Original language	English (US)
Pages (from-to)	174-176
Number of pages	3
Journal	Australasian Marketing Journal
Volume	18
Issue number	3
DOIs	https://doi.org/10.1016/j.ausmj.2010.06.011
State	Published - Aug 2010

All Science Journal Classification (ASJC) codes

Economics and Econometrics
Marketing

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10.1016/j.ausmj.2010.06.011

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abstract = "I suggest that a solution to Reibstein et al. (2009) diagnosis that Academic Marketing is losing its way is to seek creative connections with marketing intermediaries (consultancies and market research firms) that can provide access both to problems and to data. That access should help the field find its way back to the path that leads to rigorous academic research on real and important problems.",

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Is academic marketing losing its way? Embrace intermediaries

Abstract

All Science Journal Classification (ASJC) codes

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