Introduction to theory and practice in marketing conference special section of marketing science

• Autores: Sunil Gupta, Dominique Hanssens, John R. Hauser, Donald Lehmann, Bernd H. Schmitt
• Localización: Marketing science, ISSN 0732-2399, Vol. 33, Nº 1, 2014, págs. 1-5
• Idioma: inglés
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• Resumen

  • This special section is the result of an effort by several scholars to move marketing academic research toward greater practical relevance. This initiative, called Theory + Practice in Marketing (TPM), started with a conference at Columbia Business School in 2011, and the five papers published in this special section were presented at the second TPM conference held at Harvard Business School in 2012.