Knowledge exchange and the opportunities for <i>Marketing Intelligence & Planning</i>
Marketing Intelligence & PlanningPublished 1 August 2008
Tim Hughes
Citations4
SJR quartileQ2
SJR score1.25
SNIP1.41
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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.
Keywords
Social SciencesBusiness, Management and Accounting
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