Please use this identifier to cite or link to this item: http://hdl.handle.net/1893/10243
Appears in Collections:Marketing and Retail Journal Articles
Peer Review Status: Refereed
Title: Theory into practice: meditations on cultures of accountability and interdisciplinarity in marketing research
Authors: Brownlie, Douglas
Hewer, Paul
Ferguson, Pauline
Contact Email: douglas.brownlie@stir.ac.uk
Keywords: Theory
Practice
Relevance
Accountability
Interdisciplinarity
Issue Date: 2007
Publisher: Westburn Publishers with the Academy of Marketing and Taylor & Francis (Routledge)
Citation: Brownlie D, Hewer P & Ferguson P (2007) Theory into practice: meditations on cultures of accountability and interdisciplinarity in marketing research, Journal of Marketing Management, 23 (5-6), pp. 395-409.
Abstract: Nowadays managerial culture is an increasingly critical ingredient of successful knowledge production. For some scholars and practitioners the apparent disconnect between funders, users and researchers as sites of production and consumption comes with costs to the marketing academy and its various stakeholder communities. Closing the perceived gap between theory and practice assumes the proportions of a heroic struggle between the sacred and the profane; between the abstract high-mindedness of theory and the lowly but useful deeds of practice. Various perspectives are offered by way of analysing the origins of this gap, as illustrated in the recent special issue of Marketing Intelligence and Planning (2004). The academy organises itself as if systems of accountability and accessibility in knowledge making are clearly understood and enforceable through the construct 'relevance'. We argue that the academy needs to better understand the inescapable part it plays in circulating unhelpful discourses of marketing theory and practice, and the imputed differences between them it authorises. We offer an alternative understanding that seeks to move the discipline beyond the isolationist stance unwittingly constructed by the problematic dualism of 'theory - practice', pointing to the need to better understand the making of marketing knowledge products, and the interdisciplinary social practices increasingly required of them.
Type: Journal Article
URI: http://hdl.handle.net/1893/10243
DOI Link: http://dx.doi.org/10.1362/026725707X212739
Rights: The publisher does not allow this work to be made publicly available in this Repository. Please use the Request a Copy feature at the foot of the Repository record to request a copy directly from the author. You can only request a copy if you wish to use this work for your own research or private study.
Affiliation: Marketing and Retail Division
University of Strathclyde
University of Stirling

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