Introduction to Theory and Practice in Marketing Conference Special Section of Marketing Science

Posted: 28 Feb 2014

See all articles by Sunil Gupta

Sunil Gupta

Harvard Business School

Dominique M Hanssens

University of California, Los Angeles (UCLA) - Anderson School of Management

John R. Hauser

MIT Sloan School of Management

Donald R. Lehmann

Columbia Business School - Marketing

Bernd H. Schmitt

Columbia Business School - International Business

Date Written: 2014

Abstract

This special section is the result of an effort by several scholars to move marketing academic research toward greater practical relevance. This initiative, called Theory Practice in Marketing (TPM), started with a conference at Columbia Business School in 2011, and the five papers published in this special section were presented at the second TPM conference held at Harvard Business School in 2012.

Keywords: theory and practice, store brands, banner ads, market growth, retail price, social networks

Suggested Citation

Gupta, Sunil and Hanssens, Dominique M and Hauser, John R. and Lehmann, Donald R. and Schmitt, Bernd H., Introduction to Theory and Practice in Marketing Conference Special Section of Marketing Science (2014). Marketing Science, Vol. 33, No. 1, 2014; pp. 1-5; DOI: 10.1287/mksc.2013.0830; Columbia Business School Research Paper No. 14-19. Available at SSRN: https://ssrn.com/abstract=2395147

Sunil Gupta (Contact Author)

Harvard Business School ( email )

Soldiers Field Road
Morgan 270C
Boston, MA 02163
United States

Dominique M Hanssens

University of California, Los Angeles (UCLA) - Anderson School of Management ( email )

110 Westwood Plaza
Los Angeles, CA 90095-1481
United States
310-825-4497 (Phone)
310-206-7422 (Fax)

HOME PAGE: http://www.anderson.ucla.edu/faculty/dominique.hanssens/

John R. Hauser

MIT Sloan School of Management ( email )

International Center for Research on the Mngmt Tech.
Cambridge, MA 02142
United States
617-253-2929 (Phone)
617-258-7597 (Fax)

Donald R. Lehmann

Columbia Business School - Marketing ( email )

New York, NY 10027
United States

Bernd H. Schmitt

Columbia Business School - International Business ( email )

New York, NY
United States
212-854-3468 (Phone)
212-854-7647 (Fax)

HOME PAGE: http://www.meetschmitt.com

Register to save articles to
your library

Register

Paper statistics

Abstract Views
429
PlumX Metrics