Introduction to Theory and Practice in Marketing Conference Special Section of <i>Marketing Science</i>

This special section is the result of an effort by several scholars to move marketing academic research toward greater practical relevance. This initiative, called Theory + Practice in Marketing (TPM), started with a conference at Columbia Business School in 2011, and the five papers published in this special section were presented at the second TPM conference held at Harvard Business School in 2012.

• 저널Marketing Science · 33(1) · 1–5
• 토픽Management and Marketing Education · Management of Technology and Innovation
• DOI10.1287/mksc.2013.0830
• 저자Сунил Гупта, Dominique M. Hanssens, John R. Hauser, Donald R. Lehmann, Bernd H. Schmitt