Now showing items 21-30 of 43
Complementary and alternative medicine : Shaping a marketing research agenda
Purpose: The paper has twin aims, one practical and one theoretical. From a practical point of view, the aim is to begin to identify appropriate marketing strategies and tactics for complementary and alternative therapists. ...
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 ...
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 ...
Marketing : An Introduction
(Pearson Education, 2009)
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 ...
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 ...
Towards a taxonomy of strategic research in the IMP tradition
The project reported in this article is part of a wider project, the aim of which is to investigate the contribution that interaction and networks (IMP) research has made to the field of strategy (Baraldi et al 2006). The ...
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 ...
Exploring the Implementation of Ethics in UK Accounting Programs
Accounting education researchers, as well as practitioners, have identified the need for ethics in the accounting curriculum. This paper explores efforts of U.K. higher education institutions to integrate ethics into the ...