营销实践和学术界同步吗？MSI的优先事项和营销期刊文章

IF 4.4 Q2 BUSINESS

Journal of Marketing Theory and Practice Pub Date : 2022-01-11 DOI:10.1080/10696679.2021.1993739

Esther Swilley, Doug Walker, Michael A. Chilton

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引用次数: 1

摘要

认证机构和行业正在呼吁进行更相关、更有影响力的研究。营销科学研究所（MSI）每两年发布一次研究重点，从从业者的角度代表营销中的重要问题。这项研究确定了MSI和主要营销期刊最强调的主题，评估了焦点的协同作用。利用文本分析，MSI对各种营销主题的相对兴趣与期刊上的主题焦点进行了比较。虽然涵盖了相同的主题，但研究结果表明，行业和知名营销期刊对每个主题的关注度分配存在差异。这种脱节的后果包括学术研究的相关性降低。

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Are marketing practice and academia in sync? A look at the MSI priorities and marketing journal articles

ABSTRACT Accrediting agencies and industry are calling for more relevant, impactful research. Biennially, the Marketing Science Institute (MSI) releases research priorities representing important problems in marketing from a practitioner perspective. This study identifies the topics most emphasized by MSI and major marketing journals, assessing synergy of focus. Employing text analytics, MSI’s relative interest in various marketing topics is compared to the topical focus found in journals.While covering the same topics, findings suggest a difference in the allocation of focus on each topic between industry and prominent marketing journals. The ramifications of this disconnect include reduced relevance of academic research.

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来源期刊

Journal of Marketing Theory and Practice BUSINESS-

CiteScore

6.80

自引率

6.70%

发文量

期刊介绍： The Journal of Marketing Theory & Practice is devoted to the publication of peer-reviewed articles addressing substantive, managerial issues in marketing. In the context of developing, enhancing, and disseminating marketing knowledge, JMTP publishes both conceptual and empirical work, so long as the work provides strong implications for the managerial practice of marketing. Unlike other marketing journals that may be more focused on specific methodological approaches, deal with theoretical issues without regard to application, or represent various subfields of marketing, JMTP is positioned as a general marketing journal affording a quality outlet for more managerially-oriented research across the scope of the field.