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...

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 an action research approach to develop a new framework about how they can do this. The action research project was...

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 may want to try to generalise the findings from that one particular project to several other situations. The aim of...