.... (2014a) deliver insights into the academic–practitioner gap by developing a marketing science value chain and empirically investigating the direct and indirect impact of academic marketing articles on marketing practice. They use a sample of senior marketing managers to determine the importance of 12...

... are analysed based on three elements that constitute the practices: objects (what tools or resources are required in the practice), images involved, and competences (what competences does the practice require). Findings The authors suggest practices as an additional unit of analysis for understanding brand...