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Introduction to Theory and Practice in Marketing Conference Special Section of Marketing Science
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https://doi.org/10.1287/mksc.2013.0830Abstract
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. © 2014 INFORMS.
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