Vasco Eiriz

PLANEAMENTO DE MARKETING. O Marketing Intelligence & Planning (Volume 22, N.º 5, 2004) publicou um número especial editado por Ross Brennan sob o título "The academic practitioner divide in marketing - myth or reality". No último número de 2004 da mesma revista (N.º 7) há também um interessante artigo intitulado "University strategic marketing activities and business school performance" da autoria de Kevin Hammond, Harry Harmon, Robert Webster e Mike Rayburn. "This article reports the application of marketing planning in an unusual context. It reports the results of a national survey of business school deans in the USA, and examines the possible effects on university business school performance of the use or non-use of selected marketing planning activities and of selected faculty awards (proxy indicators of the level of importance that business schools might place on certain areas of faculty effort). The relationships that these activities and awards have with one another are measured. Best practices are identified. The number of respondents who employ the various marketing practices is reported, conclusions drawn, limitations identified, and suggestions made for future research."