Marketing Professionals’ Perceptions of Marketing Journals/Publications

This survey of marketing professionals’ readership and ratings of marketing-related journals/publications was conducted to compare their reading behavior and opinions with those from past surveys of marketing academics. Although many professionals do read the academic journals and rate them much like academics, most professionals read more frequently and rate more highly marketing-related news publications than the journals academics tend to esteem. This information should be useful for business schools wishing to encourage marketing faculty to place more emphasis on applied research and is indispensable for journal editors who wish to disseminate knowledge effectively to practitioners.