The third and last practical dialogue for this semester "Marketing meets Science - Kulhavy Lecture" took place together with the Marketing Club Linz. It was hosted by a. Prof. Dr. Thomas Werani (Institute for Trade, Sales and Marketing, Department B2B Marketing).

Students, practitioners and members of the Marketing Club Linz were offered a varied programme. This was opened by Atul Parvatiyar, Ph.D. (Professor of Marketing Practice at Texas Tech University) with a lecture on marketing theory and its relevance. As a teacher at the interface between marketing theory and practice, he gave insights into his "Framework for a General Integrative Theory of Marketing". We thank him for the exciting lecture.

This was followed by a panel discussion on the relevance of marketing theory in practice. It was moderated by a. Univ.-Prof. Mag. Dr. Thomas Werani. A big thank you to Dr. Wolfgang Litzlbauer (Umdasch Group AG), Dr. Bernhard Freiseisen (Fronius International), Dr. Petra Martinek-Kuchinka (Kuchinka & Partner) and Dr. Gerhard Furtmüller (WU Vienna) for participating in the panel discussion.

We are already looking forward to many more exciting practice dialogues in the next semester.