First, new knowledge (marketing science articles) is developed, often but not always, by marketing academics. 1 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 (e.g. ACNielsen or GfK), marketing and strategy consultancies (e.g., McKinsey or Bain), specialist niche marketing consulting firms (e.g. Advanis or Simon-Kucher Partners), or the marketing science division of a marketing organization (e.g. Novartis or General Mills). Third, knowledge application occurs when marketing managers implement marketing science knowledge via practical tools to make marketing decisions.