Research Archive

Introduction to Theory and Practice

Hanssens Gupta, John Hauser, Donald Lehmann, Bernd Schmitt

Publication type: Journal article

Research Archive Topic: Marketing


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.


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

Each author name for a Columbia Business School faculty member is linked to a faculty research page, which lists additional publications by that faculty member.

Each topic is linked to an index of publications on that topic.