Marketing Commons^™

Beyond Downton Abbey: Remembering The Great War's Fallen Through Education And Marketing, Nina M. Ray Ph.D., Andrew T. Mink

Nina M. Ray

This paper explores the expanding marketing and education mission of the American Battle Monuments Commission (AMBC). Superintendents at overseas cemeteries and battle sites must continue their job of “keeping the headstones white and the grass green” but also must market specific events such as the 70th anniversary of D-Day at the Normandy location and an upcoming 100th anniversary of the end of the Great War in 2018. Part if the effort is passing the memory on to the next generation via materials relevant to young people today. U.S. history teachers who received ABMC grants to travel to Meuse-Argonne in France …

Commemoration And Poppies: Cambridge, And Other American Battle Monuments Commission Cemeteries’ Mission On Anniversary Years, Nina M. Ray, Andy T. Mink

Nina M. Ray

"The English language does not have the words to describe something as powerful as this1" Around the beginning of August 2014, the grassy moat around the Tower of London became a field of red ceramic poppies to commemorate the centenary of World War I. As Remembrance Day (Veterans Day, in the United States) on November 11 approached, millions travelled from all over the London area, the country, and indeed the world, to view 'Blood Swept Lands and Seas of Red.' This display became so popular that the Mayor of London, as well as the leaders of the three major political …

“It Broadens Your View Of Being Basque”: Identity Through History, Branding And Cultural Policy, Nina M. Ray, John P. Bieter

Nina M. Ray

The purpose of the paper is to address what is the impact of the synthesis between Basque history, branding identity and Law 8/1994 on Basque identity in the homeland and Diaspora. Naturally occurring brands combine history, anthropology, sociology, and marketing to explain the phenomenon of communities defined by a sense of place. Focusing on both the Basque Country and Basques in Boise, Idaho as one case study, the authors discuss how the naturally occurring brand and cultural policy of the Basque people became formalized 20 years ago with Law 8/1994. The article addresses who the Basques are and how they …

Personal Identity And Nostalgia For The Distant Land Of Past: Legacy Tourism, Nina M. Ray, Gary Mccain

Nina M. Ray

"The past is certainly a distant land and getting there is a difficult and imperfect undertaking" (Brown, Hirschman & Maclaran (2006). This paper explores motivations behind how consumers reach that "distant land." Over 1,000 respondents of a variety of ethnic groups show very different stories and diaspora timelines, but personal identity and connection with place are always top ranked motivations for interest in ancestors. How might groups, who may suffer from a lack of identity, fit into these findings when 'personal identity' is the number one reason why consumers engage in genealogy and legacy tourism? Whether a group is well …

Guiding Tourists To Their Ancestral Homes, Nina M. Ray, Gary Mccain

Nina M. Ray

Purpose: This paper introduces measures of the motivation of tourists who travel to their ancestral homes. A set of learning exercises is presented for students and managers to apply understanding of these motives to tourism strategies.

Design/Methodology/Approach: This paper provides a brief review of the literature of heritage tourism and the special segment that travel with genealogical objectives. Survey data on motives to seek out ancestors is provided with learning exercises to link motives to tourism planning.

Findings: Data on the importance of multiple motives is presented with analytical measures of their overall importance levels and of differences between U.S. …

Maintenance Of Latvian Business Language, Culture, And Community Through Heritage Tourism And The Internet, Gundars Kaupins, Nina M. Ray, Andris Berzins

Nina M. Ray

No abstract provided.

Emphasizing Foreign Language Use To International Marketing Students: A Situational Exercise That Mimics Real-World Challenges, Tracy L. Melin, Nina M. Ray

Nina M. Ray

An international marketing exercise consists of students orally providing an introduction in a chosen foreign language of what they, as potential salespeople, might say to a client in that country. Students speak (not read) their prepared statements to the class and are leniently, yet constructively, evaluated on language use and pronunciation and marketing credibility. The objective is to emulate a real business situation and to show students the challenges of working with different languages and cultures in international marketing and the imperfections of direct translation. Results of a student survey showed that a majority of students believed the exercise to …

Basque Studies: Commerce, Heritage, And A Language Less Commonly Taught, But Whole-Heartedly Celebrated, Nina M. Ray, Nere Lete

Nina M. Ray

No abstract provided.

Beyond Spanish For Business: Teaching Marketing Issues In The Spanish-Speaking World, Nina M. Ray

Nina M. Ray

No abstract provided.