The uses of marketing theory: Constructs, research propositions, and managerial implications

Although images of the relationship between marketing science and practice have been dominant features of past and contemporary marketing thought, surprisingly little research has been conducted on the subject, particularly at the level of the marketing practitioner. This article provides a framework for characterizing and better understanding the ways in which practitioners value and use academic theory, and defines a set of propositions for guiding research into this area. The exercise is intended to urge fellow researchers to refine, test and augment the working hypotheses suggested herein in order to achieve a better understanding of the ways in which marketing practitioners attend to, value and use marketing scientific theories. Managerial implications of this research are discussed.