Now showing items 1-10 of 37
Using case studies in university-level marketing education
Purpose - The purpose of this paper is to develop a framework that can be used by marketing educators to evaluate the appropriateness of case studies for inclusion in a course. Design/methodology/approach - This viewpoint ...
Relational Factors in UK-Chinese International Joint Ventures
This paper sets out to address the influence of relational variables, such as trust and commitment, on international joint venture (IJV) performance, in the empirical context of UK/Chinese joint ventures
Educational Drama : A Tool for Promoting Marketing Learning?
Educational drama, which is an experiential form of learning, can be distinguished from more conventional role play approaches to learning because the participants play themselves in an improvised dramatic setting. Prior ...
Strategic account management in an emerging economy
Purpose - The strategy of carefully selecting the most important group of business customers for special treatment - for which several terms are in use - has come in for considerable recent attention from both academics ...
Persuading Young Consumers to Make Healthy Nutritional Decisions
There is widespread concern that consumers are making inappropriate decisions about what they eat, leading to a growing incidence of obesity and chronic illness which will strain public health budgets and damage economic ...
Transferring Western HRM practices to developing countries : The case of a privatized utility in Jordan
Purpose - This paper seeks to explore the nature of the human resource reforms introduced by a French multinational into a privatized Jordanian utility and the impact of these reforms on worker experiences, attitudes and ...
Marketing : An Introduction
(Pearson Education, 2009)
Examining the academic/commercial divide in marketing research
Purpose - The purpose of this paper is to comment on the differences in perceptions that exist between academic and professional marketing researchers, as creators of new marketing knowledge, and explore how academics and ...
Regulation of nutrition and health claims in advertising
This article reviews the intentions and assumptions underlying calls for greater regulation of nutrition and health claims in food advertising and examines the likely impact of new European regulations on health-related ...
Does political marketing need the concept of customer value?
Purpose - The purpose of this paper is to investigate the feasibility and usefulness of adapting the concept of "customer value" from commercial marketing for use in the field of political marketing. Design/methodology/approach ...