The academician-practitioner gap in advertising

Abstract

The existence of the academician-practitioner gap is readily acknowledged and widely discussed in the marketing/advertising literature. This paper analyses key writings on the nature of the academician-practitioner rift and proposes a new approach complementing the literature. The review identifies five prevailing explanations why miscommunication between academicians and practitioners exists: (1) the failure of academic knowledge dissemination systems; (2) problems with the knowledge content and knowledge form academicians produce; (3) counterproductive academic organisational systems; (4) questions of philosophy of science; and (5) practitioners inability and unwillingness to process acade..