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

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Titolo: Action research in marketing [[electronic resource] /] / guest editor, Chad Perry Visualizza cluster
Pubblicazione: [Bradford, England], : Emerald Group Pub., 2004
Descrizione fisica: 1 online resource (181 p.)
Disciplina: 658.8072
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  Visualizza cluster
ISBN: 1-280-51497-3
Formato: Materiale a stampa
Livello bibliografico Monografia
Lingua di pubblicazione: Inglese
Record Nr.: 9910535560403321
Lo trovi qui: Univ. Federico II
Opac: Controlla la disponibilità qui
Serie: European journal of marketing ; ; v. 38, no. 3/4, 2004.