Bridging the Academic-Practitioner Divide in Marketing: The Role of Business Schools

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Author(s): Andre Vilares Morgado (AESE Business School, Portugal)
Copyright: 2019
Pages: 23
Source title: Evaluating the Gaps and Intersections Between Marketing Education and the Marketing Profession
Source Author(s)/Editor(s): Margarida M. Pinheiro (University of Aveiro, Portugal), Ana Estima (University of Aveiro, Portugal)and Susana Marques (University of Aveiro, Portugal)
DOI: 10.4018/978-1-5225-6295-5.ch006

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

In recent years, marketing practice has increased in complexity, becoming more challenging. This situation demands that marketing professionals be better prepared to face the difficulties of the market. Business schools play a key role in training marketing professionals. However, there is a strong divide between the expectations held by marketing professionals and those held in academia. This chapter considers this phenomenon from a theoretical point of view and explores its causes. The author argues that business schools are able to play a key role in bridging theory and practice in marketing. The chapter closes by offering several suggestions for how business schools might increase the relevance of marketing research while reducing the gap between marketing theory and practice. In particular, the chapter offers a set of policies that business schools can implement in order to close this gap.

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Bridging the Academic-Practitioner Divide in Marketing: The Role of Business Schools

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