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This article reviews and evaluates a programme of marketing education for the smaller firm, based on the principles of action learning. The programme concentrates on practical skills and their implementation within the firm, and consists of part residential tuition, part in‐company counselling and part workshop development. It lasts over a five‐month period during which the central, integrating feature, is an individual project which enables each participant to construct, under guidance, a marketing plan for his company.
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Rick Brown (1982) studied this question.
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