Knowledge exchange and the opportunities for Marketing Intelligence & Planning

Hughes, Tim

Abstract

Purpose The purpose of this paper is to put forward some ideas on how Marketing Intelligence & Planning (MIP) might further pursue its crossover mission in the future. Design/methodology/approach The paper is a viewpoint contribution based on the author's research on academic/practitioner engagement within the marketing field. Findings A number of ideas are outlined under the following headings: creating an MIP community; creating mutually interesting content; demonstrating practical application; links with professional bodies; motivating academics. Originality/value The paper stimulates debate around how a crossover journal can become more effective in promoting academic/practitioner knowledge exchange. © 2008, Emerald Group Publishing Limited

• Journal Article Type: Article
• Publication Date: Aug 1, 2008
• Journal: Marketing Intelligence & Planning
• Print ISSN: 0263-4503
• Publisher: Emerald
• Peer Reviewed: Peer Reviewed
• Volume: 26
• Issue: 5
• Pages: 435-440
• DOI: https://doi.org/10.1108/02634500810894299
• Keywords: knowledge sharing, marketing strategy, publications
• Public URL: https://uwe-repository.worktribe.com/output/1019283
• Publisher URL: http://dx.doi.org/10.1108/02634500810894299