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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...
| Cote: | Libro Electrónico |
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| Autres auteurs: | |
| Format: | Électronique eBook |
| Langue: | Inglés |
| Publié: |
[Bradford, England] :
Emerald Group Pub.,
2004.
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| Collection: | European journal of marketing ;
v. 38, no. 3/4, 2004. |
| Sujets: | |
| Accès en ligne: | Texto completo |
| Résumé: | 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. |
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| Description matérielle: | 1 online resource (pages 292-468) : illustrations |
| Bibliographie: | Includes bibliographical references. |
| ISBN: | 0861769325 9780861769322 1845443535 9781845443535 1280514973 9781280514975 9786610514977 6610514976 |