Abstract
Language | English |
---|---|
Pages | 419-431 |
Number of pages | 12 |
Journal | Marketing Review |
Volume | 3 |
Issue number | 4 |
DOIs | |
Publication status | Published - 2003 |
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Keywords
- e-marketing
- internet marketing
- action-learning
- marketing
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E-marketing action. / Brennan, R.; Harker, M.J.
In: Marketing Review, Vol. 3, No. 4, 2003, p. 419-431.Research output: Contribution to journal › Article
TY - JOUR
T1 - E-marketing action
AU - Brennan, R.
AU - Harker, M.J.
PY - 2003
Y1 - 2003
N2 - 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.
AB - 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.
KW - e-marketing
KW - internet marketing
KW - action-learning
KW - marketing
UR - http://dx.doi.org/10.1362/146934703771910053
U2 - 10.1362/146934703771910053
DO - 10.1362/146934703771910053
M3 - Article
VL - 3
SP - 419
EP - 431
JO - Marketing Review
T2 - Marketing Review
JF - Marketing Review
SN - 1469-347X
IS - 4
ER -