Agenda development for marketing research: the user's voice

Deborah Roberts and Richard Adams

The purpose of this paper is to articulate a research agenda for marketing, addressing the interests of the practitioner community, as well as academic researchers.

Agenda development for marketing research: the user's voice

Deborah Roberts

Nottingham University Business School

Richard Adams

Cranfield School of Management

Introduction

In recent times, journals publishing across the management disciplines have devoted considerable attention to the relationship between academe and practice: the so-called rigour relevance debate, the double hurdles for management research (Pettigrew 1997), and the need for a closer working relationship between academics and practitioners (Mouncey 2009; Smith 2009). Several journals have made the subject a topic for special attention, including: the Academy of Management Journal (2007), Administrative Science Quarterly (1982, 1983), British Journal...

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