Theory into practice

Theory into practice Article Type: Guest editorial From: Qualitative Market Research: An International Journal, Volume 11, Issue 4 About the Guest Editors Jim Blythe Chairman of the Academy of Marketing Special Interest Group for Qualitative Research. The five papers in this edition plus the book reviews are an attempt to bridge the gap between academic “ivory tower” thinking and the real world of marketing practice: we hope you enjoy the result. [...]people have always left the room, made a cup of tea, read a magazine or chatted to the family during the commercial breaks, but the idea that people could edit out the advertisements was seen as a threat.