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Knowledge exchange and the opportunities for Marketing Intelligence & Planning

Hughes, Tim


Tim Hughes
Professor in Applied Marketing


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


Hughes, T. (2008). Knowledge exchange and the opportunities for Marketing Intelligence & Planning. Marketing Intelligence and Planning, 26(5), 435-440.

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
Keywords knowledge sharing, marketing strategy, publications
Public URL
Publisher URL