Marketing Executives' Views of Academic Research in the Field of Marketing

A mail survey of marketing executives from Fortune 1000 companies was conducted to address issues concerning practitioners' views of academic research in the field of marketing. These executives reported their (1) perceptions of the responsibilities of academic research and how well such responsibilities were being met, (2) willingness to improve communications and collaborate in academic research, (3) key research interests, and perceived lack of attention thereto, and (4) general impressions regarding academic research in marketing. Results suggest that practitioners have substantially negative perceptions of academic research and varying interests in a variety of collaborative activities. Their most frequently reported research interests pertained to marketing management topics.