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• W4239427913 abstract "Business schools play a key role in training marketing professionals. However, there is a strong divide between the expectations held by marketing professionals and those held in academia. This article considers this phenomenon from a theoretical point of view and explores its causes. The author argues that business schools are able to play a key role in bridging theory and practice in marketing. The article closes by offering several suggestions for how business schools might increase the relevance of marketing research while reducing the gap between marketing theory and practice. In particular, the article suggests the adoption of an inductive approach to research and offers a set of policies that business schools can implement in order to close this gap." @default.
• W4239427913 created "2022-05-12" @default.
• W4239427913 creator A5078412968 @default.
• W4239427913 date "2021-01-01" @default.
• W4239427913 modified "2023-09-25" @default.
• W4239427913 title "The Role of Business Schools in Marketing Education" @default.
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• W4239427913 doi "https://doi.org/10.4018/978-1-7998-5345-9.ch003" @default.
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