Evidence-based marketing: a perspective on the 'practice - theory divide'

This article seeks to explore some dimensions of the relationship between marketing research and theory, including the relationship between researchers and practitioners, using the lens on the debate around evidence-based management, with a view to stimulating debate within the marketing community.

Evidence-based marketing: a perspective on the ‘practice–theory divide’

Jennifer Rowley

Manchester Metropolitan University

Introduction

Over the past few years, the concept of evidence-based practice (EBP) has become accepted and well embedded in practice in the healthcare, health policy, social care, nursing, criminal justice, regeneration and education sectors (Denyer & Neely 2004). At the heart of the concept of evidence-based practice is the notion that practice should be informed by the best and latest knowledge, including the knowledge emerging from research. This philosophy is effectively captured in the definition of evidence-based policy and practice offered by Tranfield et al....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands