Bridging classroom and boardroom: An interview with Professor Robert Kozinets

Abstract

In this wide-ranging interview with Robert Kozinets, chair of the Department of Marketing at the Schulich School of Business at York University, Jessica Langer examines the role that academics can or do play in affecting the way that marketing is practiced in the business world. The interview discusses the concept of thought leadership among corporate leaders and academics, as well as an emerging dialogue between the two. Kozinets and Langer have a thoughtful discussion of the difference between what marketing is and what marketing does. The interview ends with a discussion of whether academia has to change in order to foster the innovation needed to move marketing forward.

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