Knowledge exchange and the opportunities for Marketing Intelligence & Planning

The purpose of this paper is to put forward some ideas on how Marketing Intelligence & Planning (MIP) might further pursue its crossover mission in the future.

The paper is a viewpoint contribution based on the author's research on academic/practitioner engagement within the marketing field.

A number of ideas are outlined under the following headings: creating an MIP community; creating mutually interesting content; demonstrating practical application; links with professional bodies; motivating academics.

The paper stimulates debate around how a crossover journal can become more effective in promoting academic/practitioner knowledge exchange.