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European Journal of Marketing

Volume 38 Issue 3

Published: 2004 | Start Page: 310


Special Issue: Action research in marketing
Guest Editor(s): Chad Perry
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Articles

Articles
Article No: Article Information:
853922 Action research in marketing
Chad Perry, Evert Gummesson (pp. 310-320)
Keywords: Action learning, Learning methods, Marketing, Marketing strategy
ArticleType: General review
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853923 Action research reviewed: a market-oriented approach
David Ballantyne (pp. 321-337)
Keywords: Action learning, Australia, Customer orientation, Knowledge management, Market orientation, Relationship marketing
ArticleType: Case study
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853924 Improving customer relationship management through database/Internet marketing: A theory-building action research project
Chris O'Leary, Sally Rao, Chad Perry (pp. 338-354)
Keywords: Action learning, Customer relations, Database marketing, Internet marketing
ArticleType: Research Paper
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853925 Action research in turbulent environments: An example in e-commerce prioritisation
Elizabeth Daniel, Hugh N. Wilson (pp. 355-377)
Keywords: Action learning, E-commerce, Predictive techniques
ArticleType: Research Paper
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1502500 Towards rigour in action research: a case study in marketing planning
Hugh N. Wilson (pp. 378-400)
Keywords: Action learning, Bias, Data analysis, Decision support systems, Marketing planning
ArticleType: Research Paper
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853926 Generalising results of an action research project in one work place to other situations: Principles and practice
Frank Thompson, Chad Perry (pp. 401-417)
Keywords: Action learning, Analytical methods, Management research, Paradigms
ArticleType: Research Paper
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853927 Adapting action research to marketing: A dialogic argument between theory and practice
Steven M. Kates, Judy Robertson (pp. 418-432)
Keywords: Action learning, Change management, Organizational culture, Organizational theory
ArticleType: General review
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853928 There can be no learning without action and no action without learning: A case study
Damien McLoughlin (pp. 433-445)
Keywords: Action learning, Curriculum development, Education, Marketing theory
ArticleType: Case study
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853929 Uncovering “theories-in-use”: building luxury wine brands
Michael Beverland (pp. 446-466)
Keywords: Brand image, Brand names, Premier brands, Wines
ArticleType: Research paper
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