The production and consumption of marketing theories are subject to two different technologies and processes that are not always mutually compatible. This gives rise to various types of discrepancies between academic marketing theories and those demanded by managers. We identify the main types of discrepancies and link them to the nature of the marketing theory consumption process of managers, and draw parallels to the problems of matching demand and supply in the markets for products and services. Our analysis provides a different perspective and deeper understanding of the statement “it is all very well in theory but no good in practice” and offers ways of addressing the issues involved that draw on some aspects of marketing logic.
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