The Marketing Advisory Board: Integrating The Best Of Practice And Academia

For years, marketing leaders have complained about the irrelevance of academic research. And academics have complained that practitioners have ignored important insight generated from academic research. In reality, both groups have much to learn from the other. Academics can learn what the most pressing issues are from practitioners and practitioners can get more methodologically accurate and sophisticated insight on complex problems that consultants and managerial research can't address. Yet br...