I suggest that a solution to Reibstein et al. (2009) diagnosis that Academic Marketing is losing its way is to seek creative connections with marketing intermediaries (consultancies and market research firms) that can provide access both to problems and to data. That access should help the field find its way back to the path that leads to rigorous academic research on real and important problems.
BucklinRandolph E.GuptaSunilCommercial use of UPC scanner data: industry and academic perspectivesMarketing Science1831999247–273
2.
GreenPaul ESrinivasanV.Conjoint analysis in marketing: new developments with implications for research and practiceJournal of Marketing54419903–19
3.
Guadagni PeterM.LittleJohn D.C.A logit model of brand choice calibrated on scanner dataMarketing Science31983203–238(Summer)
4.
Guadagni PeterM.LittleJohn D.C.A logit model of brand choice calibrated on scanner data: a 25th anniversary perspectiveMarketing Science271200826–30
5.
LilienGary L.Shared information and the zero sum mentalityInterfaces125198231–34
6.
LilienGary L., 2010. Bridging the academic-practitioner divide in marketing decision models. Journal of Marketing, forthcoming.
7.
ReibsteinDavid J.DayGeorgeWindJerryGuest editorial: is marketing academia losing its way?Journal of Marketing7320091–3
8.
RobertsJohn R., 2010. Has research in marketing lost its way?Australasian Marketing Journal, forthcoming.
9.
RobertsJohn R., UjwalKayande, StefanStremersch, 2009. From academic research to marketing practice: exploring the marketing science value chain, working paper.
10.
SilkAlvin J.UrbanGlenPre-test-market evaluation of new packaged goods: a model and measurement methodologyJournal of Marketing Research151978171–191
11.
UrbanGlen L.KatzGerald M.Pre-test-market models: validation and managerial implicationsJournal of Marketing Research2031983221–234
12.
ZoltnersAndris A.SinhaPrabhakantThe 2004 ISMS practice prize winner: sales territory design: thirty years of modeling and implementationMarketing Science2432005313–332
