Beyond the one-dimensional marketing manager: The discourse of theory, practice and relevance

‘Relevance’ is a quality widely attributed to research that closes the gap between theory and practice. It is an attribute well worth attracting these days. For some marketing scholars and practitioners closing this gap has assumed the proportions of an heroic and perennial struggle between the high-mindedness of marketing theory and the low deeds of marketing practice. Many different perspectives are offered by way of an analysis of the origins of this particular species. Yet, despite our best efforts to the contrary, the beast continues to prosper and to defy understanding. Through critically appraising the social location of marketing management and its ensuing rhetoric, this paper provides an alternative understanding of this gap and the ‘slings and arrows’ we suffer in our quest to achieve the ‘Holy Grail’ of closure. This understanding implicates the marketing academy in the perpetuation of the belief that the gap exists ‘out there’ and that it should and can be closed. Controversially, we suggest that, despite the marketing academy's declared quest for ‘relevance’ through providing clues to better marketing practice, perhaps it is in the academy's own interest to continue to perpetuate this particular marketing myth. We argue that if this is so, then the marketing management discourse is in danger of being trapped in the aspic of its own prejudices. The paper maps out the contours of this danger.