Heterogeneity lies at the heart of the issue of whether marketing academia is losing its way. On the one hand, critics point to research studies that address trivial themes and non-problems. Giving grounds for optimism, on the other hand, are the hundreds of research studies that investigate significant managerial problems in ways that are rigorous, relevant and accessible. Looking ahead, we should re-think the significance of marketing, encourage industry collaboration, streamline journal publication processes, give extra weight to management-relevant criteria when refereeing journal articles, and reflect these practices in the way future generations of marketers are trained.
ArmstrongJ.S.Does an academic research paper contain useful knowledge? No (p < .05)Australasian Marketing Journal122200462–63
2.
BrodieR.J.Increasing the relevance and productivity of academic research in marketing in Australia and New ZealandAustralasian Marketing Journal82200081–85
3.
BucklinR.E.GuptaS.Commercial use of UPC scanner data: industry and academic perspectivesMarketing Science1831999247–273
4.
EhrenbergA.S.C.Data Reduction: Analysing and Interpreting Statistical Data1975John Wiley & SonsChichester, UK
5.
EhrenbergA.S.C.BarnardN.R.SharpB.Decision models or descriptive models?International Journal of Research in Marketing172–32000147–158
6.
HuntS.D.Marketing as a profession: on closing stakeholder gapsEuropean Journal of Marketing3632002305–312
7.
LaytonR.A.Connecting with reality–the contemporary challenge to research and teaching in marketingAustralasian Marketing Journal10220028–13
