03095nam 2200625Ia 450 991045005800332120200520144314.01-280-51497-397866105149771-84544-353-5(CKB)1000000000000376(EBL)289796(OCoLC)70735697(SSID)ssj0000465312(PQKBManifestationID)11338164(PQKBTitleCode)TC0000465312(PQKBWorkID)10456980(PQKB)10252155(MiAaPQ)EBC289796(Au-PeEL)EBL289796(CaPaEBR)ebr10058608(CaONFJC)MIL51497(EXLCZ)99100000000000037620041016d2004 my 0engur|n|---|||||txtccrAction research in marketing[electronic resource] /guest editor, Chad Perry[Bradford, England] Emerald Group Pub.20041 online resource (181 p.)European journal of marketing ;v. 38, no. 3/4, 2004Description based upon print version of record.0-86176-932-5 Includes bibliographical references.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 marketingThere can be no learning without action and no action without learningUncovering "theories-in-use": building luxury wine brands; About the authorsDevelops 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 specialEuropean journal of marketing ;v. 38, no. 3/4, 2004.Marketing researchResearch, IndustrialElectronic books.Marketing research.Research, Industrial.658.8072658.83Perry Chad987624MiAaPQMiAaPQMiAaPQBOOK9910450058003321Action research in marketing2257776UNINA