Action research in marketing /

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 theor...

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Detalles Bibliográficos
Clasificación:Libro Electrónico
Otros Autores: Perry, Chad
Formato: Electrónico eBook
Idioma:Inglés
Publicado: [Bradford, England] : Emerald Group Pub., 2004.
Colección:European journal of marketing ; v. 38, no. 3/4, 2004.
Temas:
Marketing research.
Research, Industrial.
Marketing > Recherche.
Recherche industrielle.
BUSINESS & ECONOMICS > Marketing > Research.
Marketing research
Research, Industrial
Andre fag (naturvidenskab og teknik) > Andre fag
Acceso en línea:Texto completo
Tabla de Contenidos:
  • 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.

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