Association of Marketing Theory and Practice Proceedings 2011


Blending Theory and Practice: Increasing Collaboration and Relevance

Document Type

Conference Proceeding

Conference Track

Panels and Special Sessions

Publication Date



As academics trained in sophisticated analytical techniques, we are in the unique position to be able to offer insight to business leaders on how they might better approach and attempt to solve managerial problems. Conversely, business leaders have an opportunity to share with academics their insight as to how our theories and models hold up in the real world. Despite many pleas to “join the conversation,” a truly collaborative model is still in its infancy stage. In this interactive panel discussion, we consider ways in which a more efficient two-way propositional model of collaboration can be advanced. Participants in this special panel address their efforts to bring about a better integration of marketing theory and practice.

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Digital Commons@Georgia Southern License

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