LEADER 03062nam  2200613Ia 450 
001 9910812678203321
005 20230617030915.0
010   $a1-280-51497-3
010   $a9786610514977
010   $a1-84544-353-5
035   $a(CKB)1000000000000376
035   $a(EBL)289796
035   $a(OCoLC)70735697
035   $a(SSID)ssj0000465312
035   $a(PQKBManifestationID)11338164
035   $a(PQKBTitleCode)TC0000465312
035   $a(PQKBWorkID)10456980
035   $a(PQKB)10252155
035   $a(MiAaPQ)EBC289796
035   $a(Au-PeEL)EBL289796
035   $a(CaPaEBR)ebr10058608
035   $a(CaONFJC)MIL51497
035   $a(EXLCZ)991000000000000376
100   $a20041016d2004      my             0
101 0 $aeng
135   $aur|n|---|||||
181   $ctxt
182   $cc
183   $acr
200 00$aAction research in marketing$b[electronic resource] /$fguest editor, Chad Perry
210   $a[Bradford, England] $cEmerald Group Pub.$d2004
215   $a1 online resource (181 p.)
225 1 $aEuropean journal of marketing ;$vv. 38, no. 3/4, 2004
300   $aDescription based upon print version of record.
311   $a0-86176-932-5 
320   $aIncludes bibliographical references.
327   $aCONTENTS; 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
327   $aThere can be no learning without action and no action without learningUncovering "theories-in-use": building luxury wine brands; About the authors
330   $aDevelops a definition of action research that is particularly suitable for marketing and based on the articles in this issue of European Journal of Marketing, emphasising the breadth of action research in marketing and its distinctive interest in analytic generalisation, that is, in building a theory that extends beyond the particular situation that is being action researched to other situations.. The three sections of this commentary include: definition of traditional action research, action learning and case research. Second, drawing of four implications from the articles within this special
410  0$aEuropean journal of marketing ;$vv. 38, no. 3/4, 2004.
606   $aMarketing research
606   $aResearch, Industrial
615  0$aMarketing research.
615  0$aResearch, Industrial.
676   $a658.8072
676   $a658.83
701   $aPerry$b Chad$01720583
801  0$bMiAaPQ
801  1$bMiAaPQ
801  2$bMiAaPQ
906   $aBOOK
912   $a9910812678203321
996   $aAction research in marketing$94119379
997   $aUNINA