How effectively do marketing journals transfer useful learning from scholars to practitioners?

The author's career experience provides the impetus for a survey of the extent to which marketing journals succeed in transferring useful knowledge from academics to practitioners. The Flesch Reading Ease measurement method is used to compare 475 articles published in 14 English-language journa...

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Bibliographic Details
Published in:Marketing intelligence & planning 2004-08, Vol.22 (5), p.540-556
Main Author: Crosier, Keith
Format: Article
Language:English
Subjects:
Advertising
Business education
Colleges & universities
Communication
Editorials
Learning
Managers
Marketing
Marketing management
Science
Statistical analysis
Statistical data
Students
Studies
Working conditions
Working practices
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Summary:The author's career experience provides the impetus for a survey of the extent to which marketing journals succeed in transferring useful knowledge from academics to practitioners. The Flesch Reading Ease measurement method is used to compare 475 articles published in 14 English-language journals during 2003. Scores are found to range from zero to a figure only just inside the "fairly easy" range, the average is in the middle of "difficult", and the mainstream marketing titles are grouped at the low-readability end of the distribution. Analysis of variance confirms that differences within the sample are significant. The author draws personal conclusions, and suggests possible extensions of this exploratory study.
ISSN:0263-4503
1758-8049
DOI:10.1108/02634500410551923