Careers and Noncommunication: The Case of Academic and Applied Marketing Research—A Comment

@inproceedings{Lillis1977CareersAN,
  title={Careers and Noncommunication: The Case of Academic and Applied Marketing Research—A Comment},
  author={Charles Maurice Lillis},
  year={1977}
}
In a recent JMR article, Kover [ 1 ] offers substantial insight on the apparent communications gap between academic and applied marketing researchers. Though practitioners might challenge some of the author's statements, such as "theory and technique are of interest only as they lead to advantage in the negotiating process that establishes fact," or that "there often is little cumulative knowledge building in the practitioner's career," the conclusions reached are empirically inescapable. The… CONTINUE READING