AbstractThis 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.
Gupta, Hanssens, John Hauser, Donald Lehmann, and Bernd Schmitt. "Introduction to Theory and Practice." Marketing Science 33, no. 1 (2014): 1-5.