The author believes that marketing would be strengthened by closer relationships between academics and practitioners. He argues that the commercial market research environment can be stimulating for methodological development, and he suggests that everyone would benefit if academics and practitioners had experience in both environments.
Get full access to this article
View all access options for this article.
References
1.
GreenPaul E. (2005), “Theory and Practice Go Hand in Hand: A Tribute to Richard Johnson's Contributions to Marketing Research Methodology,”Journal of Marketing Research, 42(August), 254.
2.
HuberJoel (2005), “What Has Marketing Learned from Richard Johnson?”Journal of Marketing Research, 42(August), 250–53.
