European Journal of Marketing: Volume 38 Issue 3/4

Action research in marketing

Chad Perry, Evert Gummesson

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…

Action research reviewed: a market‐oriented approach

David Ballantyne

The purpose of this article is to provide an understanding of the methodology of action research, especially its use in a marketing context. A retrospective account of a…

Improving customer relationship management through database/Internet marketing: A theory‐building action research project

Chris O'Leary, Sally Rao, Chad Perry

Firms have only just begun to use the Internet to obtain customer information in their database marketing processes to enhance customer relationship management. This research uses…

Action research in turbulent environments: An example in e‐commerce prioritisation

Elizabeth Daniel, Hugh N. Wilson

Planning tools originating from logical rational models of strategy formation still have their place in e‐commerce, albeit complemented with elements of incrementalism and vision…

Towards rigour in action research: a case study in marketing planning

Hugh N. Wilson

A research study is described exploring the potential of decision support systems to improve marketing planning practice, using a combination of project action research and case…

Generalising results of an action research project in one work place to other situations: Principles and practice

Frank Thompson, Chad Perry

An action research project is usually restricted to improving one workgroup's practices within one organisation. However, after that project is done, some academics or consultants…

Adapting action research to marketing: A dialogic argument between theory and practice

Steven M. Kates, Judy Robertson

The purpose of this article is to offer a perspective on adapting action research principles and methods in academic marketing research contexts. From combined theoretical and…

There can be no learning without action and no action without learning: A case study

Damien McLoughlin

The purpose of this paper is to present an example of action learning in marketing – the unique postgraduate programme in marketing called the marketing development programme…

Uncovering “theories‐in‐use”: building luxury wine brands

Michael Beverland

Despite the high profile of many international luxury brands, little is known about the processes by which these brands are created and how their market position is maintained…