Introduction to Theory and Practice in Marketing Conference Special Section ofMarketing Science
Sunil Gupta, Dominique Hanssens, John R. Hauser, Donald Lehmann, Bernd Schmitt
Marketing Science · 2014 · Volume 33 · Issue 1
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
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