Now showing items 1-3 of 3
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 ...
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 ...