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dc.contributor.authorHarker, Michael
dc.contributor.authorBrennan, Ross
dc.identifier.citationHarker , M & Brennan , R 2003 , ' E-Marketing Action : An Action Learning Approach to Teaching E-Marketing ' , Marketing Review , vol. 3 , no. 4 , pp. 419-431 .
dc.identifier.otherPURE: 849099
dc.identifier.otherPURE UUID: b7ce768d-ab85-4b40-a39d-05675fe2ec6c
dc.identifier.otherORCID: /0000-0002-7179-2960/work/62750339
dc.description.abstractInfluential 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 practiceen
dc.relation.ispartofMarketing Review
dc.titleE-Marketing Action : An Action Learning Approach to Teaching E-Marketingen
dc.contributor.institutionHertfordshire Business School
dc.contributor.institutionSocial Sciences, Arts & Humanities Research Institute
dc.contributor.institutionDepartment of Marketing and Enterprise
dc.description.statusPeer reviewed
rioxxterms.typeJournal Article/Review

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