First, new knowledge (marketing science articles) is developed, often but not always, by marketing academics. Second, knowledge conversion occurs when new knowledge in articles is adapted and integrated into practical tools and approaches, often but again not always, by marketing intermediaries, such as market research agencies, marketing and strategy consultancies, specialist niche marketing consulting firms, or the marketing science division of a marketing organization. Third, knowledge application occurs when marketing managers implement marketing science knowledge via practical tools to make marketing decisions.