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E-marketing action

Brennan, R. and Harker, M.J. (2003) E-marketing action. Marketing Review, 3 (4). pp. 419-431. ISSN 1469-347X

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Abstract

Influential marketing academics have argued that marketing education needs to be made more relevant to marketing practice. An important aspect of relevance is the acquisition of work-related skills, including group working skills. Traditional teaching methods are inappropriate for the development of such skills. Action learning is proposed as an alternative, more effective approach. The principles of action learning are described, and a case study of the implementation of an action learning module in e-marketing is used to illustrate those principles in practice.

Item type: Article
ID code: 4463
Keywords: e-marketing, internet marketing, action-learning, marketing, Marketing. Distribution of products, Education (General)
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Education > Education (General)
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 19 Nov 2007
    Last modified: 12 Mar 2012 10:41
    URI: http://strathprints.strath.ac.uk/id/eprint/4463

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