The professor-consultant: An important marketing resource

There has been little published on the topic of marketing consultants. The literature void is even more pronounced when a major source of outside expertise, the professor-consultant, is examined. The authors have surveyed marketing academicians to determine their attitudes toward consulting and the scope and nature of their consulting activities along with the kinds of clients for whom they work. The findings show that professors hold generally favorable attitudes toward consulting and work in a wide range of topical areas while serving many diverse clients.