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A call to arms for applied marketing academics

Tapp, Alan

Authors



Abstract

“Research has a value that does not depend on how true it is” is a quote from Griseri's call for management researchers to concern themselves less with scientific validity and more with relevance, striking a chord within the marketing academy in the light of criticism of the lack of progress in building a body of theory in marketing and creating more links with practice. Some have warned of the dangers of too closely following practitioners’ agendas. This paper debates these issues and proposes that the academic marketing community should recognise the value of getting closer to practitioners. After reviewing literature on the issue, the paper makes the case for an overtly recognised applied researcher culture to sit alongside pure research colleagues. A theoretical framework is developed and applied to a “template” for research design that will allow researchers to generate and communicate knowledge more effectively. © 2004, Emerald Group Publishing Limited

Journal Article Type Review
Publication Date Aug 1, 2004
Journal Marketing Intelligence & Planning
Print ISSN 0263-4503
Publisher Emerald
Peer Reviewed Peer Reviewed
Volume 22
Issue 5
Pages 579-590
DOI https://doi.org/10.1108/02634500410551950
Keywords applied marketing, academics
Public URL https://uwe-repository.worktribe.com/output/1062777
Publisher URL http://dx.doi.org/10.1108/02634500410551950