Ross Brennan's The Academic/Practitioner Divide in Marketing. Myth or PDF

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Additional resources for The Academic/Practitioner Divide in Marketing. Myth or Reality

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1992), “Developing a market orientation: an organizational strategy perspective”, International Journal of Research in Marketing, Vol. 9 No. 4, pp. 225-45. J. (1987), The Mind of Man: Models of Human Understanding, Harvester Press, Brighton. Shrivastava, P. (1987), “Rigor and practical usefulness of research in strategic management”, Strategic Management Journal, Vol. 8 No. 1, pp. 77-92. A. (1957), Models of Man: Social and Rational, Wiley, New York, NY. L. (1999), “Ambiguity and the process of knowledge transfer in strategic alliances”, Strategic Management Journal, Vol.

The UK CIM has found that professionals in accountancy, the law or human resources are far more likely to be promoted to main board positions than those in marketing because of a widespread and highly entrenched cultural prejudice, which does not recognise the professionalism and skills of marketing specialists (according to the CEO of CIM reported in The Independent on Sunday (2000), as cited in Hackley (2001)). Hackley (2001) stated that you’d be hard pressed to find a high profile entrepreneurial business-person who had ever taken a marketing course.

Under conditions of limited competition, stable market preferences, technologically turbulent industries, and booming economies, a market orientation may not be related strongly to business performance. Managers of businesses operating under these conditions should pay close attention to the cost-benefit ratio of a market orientation This type of advice is important because it may help potential users to understand under what conditions a market orientation is beneficial and – importantly – when it is not.

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The Academic/Practitioner Divide in Marketing. Myth or Reality by Ross Brennan


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