Bridging the Academic–Practitioner Divide in Marketing Decision Models
指出营销决策模型领域虽有许多成功发展，但实际应用率低，并建议通过改变学者、从业者和中介的激励与奖励体系来促进采纳，实现互利共赢。
The marketing decision models field has produced many striking developments that have had a dramatic impact on practice. However, the field has produced orders of magnitude more developments that have received minimal use. In this article, the author notes the many successful marketing model developments but then considers the relatively low level of practical use (trial or adoption) and questions why that is the case. He then suggests how changes in the incentive and reward systems for marketing academics, marketing practitioners, and marketing intermediaries can bring about adoption and implementation improvements that would be mutually beneficial, bridging the academic–practitioner divide. The author also outlines a program of research in the area of the adoption and use of marketing decision models that will provide guidance on what to develop and how to get those developments adopted.