Revisiting the Marketing Domain, European Journal of Marketing
The two debates about the domain of marketing and the division between theory and practice are old, recurring and endless. Nevertheless, it is indubitable that marketing pervades society whether or not the critics like the idea of it or the troubling forms it sometimes takes. Similarly, the differences between theoreticians and practitioners are like parts of a tree also inevitable as they think differently, have different roles to play, have different languages and feel superior to each other. Those who are blind to these facts create the debates instead of realizing that is the way it is and making the best of it. Reasonable people bridge the gaps by understanding the situation and working cooperatively with their diverse colleagues.
Levy, Sidney. 2002. Revisiting the Marketing Domain. European Journal of Marketing. 36(3): 299-304.