Action research in marketing [[electronic resource] /] / guest editor, Chad Perry

• Pubblicazione: [Bradford, England], : Emerald Group Pub., 2004
• Descrizione fisica: 1 online resource (181 p.)
• Disciplina: 658.8072; 658.83
• Soggetto topico: Marketing research; Research, Industrial
• Soggetto genere / forma: Electronic books.
• Altri autori: PerryChad
• Note generali: Description based upon print version of record.
• Nota di bibliografia: Includes bibliographical references.
• Nota di contenuto: 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 learningUncovering "theories-in-use": building luxury wine brands; About the authors
• Sommario/riassunto: 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
• Titolo autorizzato: Action research in marketing
• ISBN: 1-280-51497-3; 9786610514977; 1-84544-353-5
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910450058003321
• Lo trovi qui: Univ. Federico II
• Serie: European journal of marketing ; ; v. 38, no. 3/4, 2004.