A collaborative research and learning methodology in SME's

Ken Grant

Research output: Chapter in Book/Report/Conference proceedingConference PaperResearchpeer-review

Original languageEnglish
Title of host publicationBridging Marketing Theory and Practice Conference Proceedings
EditorsSylvie Chetty, Brett Collins
Place of PublicationAuckland NZ
PublisherAustralian and New Zealand Marketing Academy
Pages1 - 1
Number of pages1
ISBN (Print)0-473-08206-3
Publication statusPublished - 2001
EventAustralian and New Zealand Marketing Academy Conference (ANZMAC 2001): Bridging Marketing Theory and Practice - Massey University, Auckland, New Zealand
Duration: 1 Dec 20015 Dec 2001
Conference number: 6th


ConferenceAustralian and New Zealand Marketing Academy Conference (ANZMAC 2001)
Abbreviated titleANZMAC 2001
Country/TerritoryNew Zealand
OtherThe theme of this year’s conference is Bridging Marketing Theory and Practice. This has always been a challenge for marketing academics and even more so in the post September 11 era. The world has changed irrevocably and marketing as a discipline is being challenged to respond appropriately. Professor Roger Layton, our keynote speaker, feels that marketing as a social and management discipline needs substantial rethinking if it is to be truly relevant to managers and policy makers in the emerging world context. So a creative bridging of marketing theory and practice could be the key to marketing’s relevance to the new worldview.

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