The relationship between the marketing academy through the conduct of marketing scientific research and marketing practice has been at the centre of a series of debates throughout the 1980s and carried on into the early 1990s. The main outcome of these debates has been a heightened attention to academic and practitioner orientations to marketing research, while conspicuously leaving unexplored how both academics and practitioners theorize upon their observations as well as deal with, evaluate and use marketing theory. An extended example illustrates the divergent orientations to the development and use of marketing theory by academics andpractitioners.
AMA Task Force on the Development of Marketing Thought
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2.
Argyris, C.
and Schon, D. (1974) Theory in Practice: Increasing Professional Effectiveness. San Francisco, CA: Jossey Bass.
3.
Armstrong, J.S.
(1998) ‘Management Science: What Does It Have to Do with Management or Science?’, Marketing Bulletin9 (May): 1–15.
4.
Armstrong, J.S.
and Schultz, R.L. (1993) ‘Principles Involving Marketing Policies: An Empirical Assessment’, Marketing Letters4(3): 253–265.
5.
Astley, W.G.
and Zammuto, R.F. (1992) ‘Organization Science, Managers, and Language Games’, Organization Science3(4): 443–460.
6.
Brian Jones, D.G.
and Monieson, D.D. (1990) ‘Early Development of the Philosophy of Marketing Thought’, Journal of Marketing54 (January): 102–113.
7.
Brinberg, D.
and Hirschman, E.C. (1986) ‘Multiple Orientations for the Conduct of Marketing Research: An Analysis of the Academic/Practitioner Distinction’, Journal of Marketing50: 161–173.
8.
Caywood, C
, Schultz, D. and Wang, P. (1991) Integrated Marketing Communications: A Survey of National Consumer Goods Advertising. Northwestern University Report.
9.
Charnes, A.
, Cooper, W.W., Learner, D.B. and Philips, F.Y. (1985) ‘Management Science and Marketing Management’, Journal of Marketing49 (Spring): 93–105.
10.
Cornelissen, J.P.
and Lock, A.R. (2000) ‘Theoretical Concept or Management Fashion: Examining the Significance of Integrated Marketing Communications’, Journal of Advertising Research40(5): 7–15.
Duncan, T.
and Everett, S. (1993), ‘Client perceptions of integrated marketing communications’, Journal of Advertising Research33(3): 30–39.
13.
Duncan, T.
and Caywood, C. (1996) ‘Concept, Process, and Evolution of IMC’, in E. Thorson and J. Moore (eds) Integrated Communication: Synergy of Persuasive Voices, pp. 13–34. Mahwah, NJ: Lawrence Erlbaum Associates.
14.
Duncan, T.
and Moriarty, S.E. (1998) ‘A Communication-based Marketing Model for Managing Relationships’, Journal of Marketing62 (April): 1–13.
15.
Gould, S.J.
(2000) ‘The State of IMC Research and Applications’, Journal of Advertising Research40(5): 22–223.
16.
Holbrook, M.B.
(1985) ‘Why Business is Bad for Consumer Research’, in E.C. Hirschman and M.B. Holbrook (eds) Advances in Consumer Research, Vol. 13, pp. 145–156. Ann Arbor, MI: Association for Consumer Research.
17.
Hunt, S.D.
(1991) Modern Marketing Theory: Critical Issues in the Philosophy of Marketing Science. Cincinnati, OH: South-Western Publishing Co.
18.
Jacoby, J.
(1985) ‘Serving Two Masters: Perspectives on Consulting’, in E.C. Hirschman, and M.B. Holbrook (eds) Advances in Consumer Research, Vol. 13, pp. 157–163. Ann Arbor, MI: Association for Consumer Research.
19.
Kitchen, P.J.
(1999) ‘The Drive for Integrated Marketing Communications’, in P.J. Kitchen (ed.) Marketing Communications: Principles and Practice, pp. 89–110. London: Thomson Business Press.
20.
Kitchen, P.J.
and Schultz, D.E. (1999) ‘A Multi-country Comparison of the Drive for IMC’, Journal of Advertising Research (January/February): pp. 21–38.
21.
Kover, A.J.
(1976) ‘Careers and Noncommunication: The Case of Academic and Applied Marketing Research’, Journal of Marketing Research13 (November): pp. 339–344.
22.
Low, G.S.
(2000) ‘Correlates of Integrated Marketing Communications’, Journal of Advertising Research40(1): 27–39.
23.
McTier Anderson, L.
(1994) ‘Marketing Science: Where’s the Beef?’, Business Horizons37(1): 8–17.
24.
Merton, R.K.
(1963) ‘Basic Research and Potentials of Relevance’, American Behavioral Scientist6: 86–90.
25.
NSB
(1996) Science and Engineering Indicators. Washington, DC: National Science Board.
26.
Nowak, G.J.
and Phelps, J. (1994) ‘Conceptualizing the Integrated Marketing Communications’ Phenomenon: An Examination of its Impact on Advertising Practices and its Implications for Advertising Research’, Journal of Current Issues and Research in Advertising16(1): 49–66.
27.
Phelps, J.
and Johnson, E. (1996) ‘Entering the Quagmire: Examining the Meaning of Integrated Marketing Communications’, Journal of Marketing Communications2(3): 159–172.
28.
Schön, D.A.
(1983) The Reflective Practitioner: How Professionals Think in Action. New York: Basic Books.
29.
Schultz, D.E.
(1996) ‘The Inevitability of Integrated Communications’, Journal of Business Research37: 139–146.
30.
Stewart, D.W.
(1996) ‘Market-back Approach to the Design of Integrated Communications Programs: A Change in Paradigm and a Focus on Determinants of Success’, Journal of Business Research37: 147–153.
31.
Sutton, R.I.
and Staw, B.M. (1995) ‘What Theory Is Not’, Administrative Science Quarterly40(3): 371–385.
32.
Tedlow, R.S.
(1990) New and Improved: The Story of Mass Marketing in America. New York: Basic Books.
33.
US House of Representatives
(1981) ‘Commercialization of Academic Biomedical Research’, Committee on Science and Technology; Subcommittee on Investigations and Oversight. Hearings held June 8–9.
34.
Zaltman, G.
(1997) ‘Rethinking Market Research: Putting People Back In’, Journal of Marketing Research34 (November): 424–437.
35.
Zinkhan, G.M.
(1994) ‘On Positioning the Journal of Advertising’, Journal of Advertising23 (March): 3–7.
