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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Bibliographic Details
Call Number:Libro Electrónico
Other Authors: Perry, Chad
Format: Electronic eBook
Language:Inglés
Published: [Bradford, England] : Emerald Group Pub., 2004.
Series:European journal of marketing ; v. 38, no. 3/4, 2004.
Subjects:
Marketing research.
Research, Industrial.
Marketing > Recherche.
Recherche industrielle.
BUSINESS & ECONOMICS > Marketing > Research.
Marketing research
Research, Industrial
Andre fag (naturvidenskab og teknik) > Andre fag
Online Access:Texto completo
Table of 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.

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