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Has research in marketing lost its way?

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  • Roberts, John H.

Abstract

Academic research in marketing has made significant strides in improving the methods by which it seeks to understand consumers’ behaviour and their response to management actions. Yet, at the same time there is some evidence that these advances may be occurring at a cost of accessibility of its approaches and findings to practising managers. This paper considers how research in marketing might be focused to better meet to needs of practitioners without losing the benefits that come from a rigorous and careful grounding.

Suggested Citation

  • Roberts, John H., 2010. "Has research in marketing lost its way?," Australasian marketing journal, Elsevier, vol. 18(3), pages 161-164.
    • Handle: RePEc:eee:aumajo:v:18:y:2010:i:3:p:161-164
    DOI: 10.1016/j.ausmj.2010.06.007
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    References listed on IDEAS

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    1. John H. Roberts & Charles J. Nelson & Pamela D. Morrison, 2005. "A Prelaunch Diffusion Model for Evaluating Market Defense Strategies," Marketing Science, INFORMS, vol. 24(1), pages 150-164, August.
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    Cited by:

    1. Lilien, Gary L., 2010. "Is academic marketing losing its way? Embrace intermediaries," Australasian marketing journal, Elsevier, vol. 18(3), pages 174-176.
    2. Gary L. Lilien & John H. Roberts & Venkatesh Shankar, 2013. "Effective Marketing Science Applications: Insights from the ISMS-MSI Practice Prize Finalist Papers and Projects," Marketing Science, INFORMS, vol. 32(2), pages 229-245, March.
    3. Patel, Shivan Sanjay & Pandey, Shivendra Kumar & Sharma, Dheeraj, 2019. "Revisiting the relevance debate empirically: Historical roots and modern shoots," Australasian marketing journal, Elsevier, vol. 27(4), pages 273-283.

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