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Author Perry, Chad
Title Action research in marketing
Imprint Bradford : Emerald Publishing Limited, 2004
©2004
book jacket
Descript 1 online resource (181 pages)
text txt rdacontent
computer c rdamedia
online resource cr rdacarrier
Note Intro -- CONTENTS -- EDITORIAL REVIEW BOARD -- Abstracts and keywords -- French abstracts -- German abstracts -- Spanish abstracts -- Guest editorial -- Action research in marketing -- Action research reviewed: a market-oriented approach -- Improving customer relationship management through database/ Internet marketing -- Action research in turbulent environments -- Towards rigour in action research: a case study in marketing planning -- Generalising results of an action research project in one work place to other situations -- Adapting action research to marketing -- There can be no learning without action and no action without learning -- Uncovering "theories-in-use": building luxury wine brands -- About the authors
Develops a definition of action research that is particularly suitable for marketing and based on the articles in this issue of European Journal of Marketing, emphasising the breadth of action research in marketing and its distinctive interest in analytic generalisation, that is, in building a theory that extends beyond the particular situation that is being action researched to other situations.. The three sections of this commentary include: definition of traditional action research, action learning and case research. Second, drawing of four implications from the articles within this special issue about how action research can be done in marketing. Finally, presents a broad definition of action research in marketing
Description based on publisher supplied metadata and other sources
Electronic reproduction. Ann Arbor, Michigan : ProQuest Ebook Central, 2020. Available via World Wide Web. Access may be limited to ProQuest Ebook Central affiliated libraries
Link Print version: Perry, Chad Action research in marketing Bradford : Emerald Publishing Limited,c2004 9780861769322
Subject Marketing research.;Research, Industrial
Electronic books
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