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....