Marketing Commons^™

2017-February-08-Women On Wednesdays, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-February-08-Voudrie Baking Class, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-February-08-Women In Song, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-February-08-Interstate Career Fair, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-February-08-Entrepreneurs Club Campbell Boyd, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-February-07-Janette Johnson, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-February-07-Reina Henderson, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-February-07-Tsbdc Classes, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

2017-February-07-Iptc Clinic, University Marketing And Communications, East Tennessee State University

ETSU News

No abstract provided.

Nostalgic Selling: The Louisville & Nashville Railroad And Its General Public Relations, Michael J. Landry

Atlantic Marketing Journal

This paper represents a case study of how to use historic events/artifacts in public relations and sales. It recounts how the Louisville & Nashville Railroad participated in the United States Civil War centennial celebrations by restoring a locomotive, the General, that was made famous in a daring raid conducted in that war. Using primary and secondary documents mainly from corporate archives including notes, operations manuals, public relations logs, measurements, corporate publications and oral history, the paper outlines the General’s iconic history, the purposes for its 1960s restoration to operation for the Civil War centennial, and the overarching marketing strategy behind …

Consumer Practical Wisdom: Toward A Conceptual Clarification Of An Emergent Consumer Culture, Manel Masmoudi

Atlantic Marketing Journal

This article is a continuation of the previous works related to the new rationalization and control tendencies in purchasing behavior and consumption. More precisely, it is enrolled in the perspective of the contribution to a better understanding of the postmodern consumer wisdom which continues to be met more frequently in outlets.

Since there is a lack of research on consumer wisdom conceptualization, we attempt in this article to present a conceptual framework used to delineate this concept in consumer behavior. To achieve this objective, we adopted an interdisciplinary theoretical framework. Then, we compared the concept to some others considered as …

The Cross-Platform Consistency Of Online User Movie Ratings, Dan Baugher, Chris Ramos

Atlantic Marketing Journal

Online movie ratings are often used in studies of Internet word-of-mouth, but the cross-platform consistency of such ratings has not been well established. Mean user ratings were obtained for 500 movies using the rating systems in place on Netflix and IMDb. Mean volume was 1,480,931 (SD = 2,636,388) and 104,746 (SD = 193,532) on the Netflix and IMDb sites, respectively, suggesting the movies were visible, but also variable in visibility. Volume was moderately correlated (r = .724, p ≤ .001). Mean user ratings on the Netflix and IMDB sites averaged 3.57 (SD = .37) and 3.84 (SD = .34). Mean …

Job Shadowing Experiences As A Teaching Tool: A New Twist On A Tried And True Technique, Fred H. Mader, Deanna R. D. Mader, Elizabeth C. Alexander

Atlantic Marketing Journal

This article reports an innovative twist on the use of the job shadowing experience as a means not only to provide real-world exposure for the student, but also as a way to generate real-time data from the professionals to be utilized as a basis for class discussion. Reaction from both students and professionals has been overwhelmingly positive.

Field Trip! Assessing Business Student Interest In Plant Tours And Their Product Categories, Mark Mitchell, Gregory Turner, Robert Montgomery, Mark Hartley

Atlantic Marketing Journal

Business educators are challenged daily to provide fresh ideas in the classroom and to use new methods to stimulate active learning. One option is to use manufacturing plant tours, company museums, and company visitor centers to supplement traditional classroom activities. This manuscript details this growing type of tourism (known as Consumer Experience Tourism) and identifies the product categories of greatest interest to today’s students in Business and Economics. Business educators are encouraged to more fully embrace this under-utilized resource to promote active student learning and to select those destinations of greatest interest to their particular student audiences.

Controlling And Informational Planned Behavior: Self-Determination Theory And The Theory Of Planned Behavior, Jonathan P. Leavell

Atlantic Marketing Journal

The purpose of this non-empirical paper is to explore the theoretical value of introducing constructs of self-determination theory (SDT) into the framework of the theory of planned behavior (TPB). Deci’s and Ryan’s (1985) formulation of SDT maintains an intrinsic focus while much of Ajzen’s (1985) TPB framework maintains an extrinsic focus. The incorporation of constructs based on an internal locus of causality may enhance the predictive power of TPB. Applications for practitioners and opportunities for further research are presented.

A Perspective On Pharmaceutical Marketing Practices: Message Development, Media Selection, Medication Adherence And Health Literacy, Yvette Lynne Bonaparte

Atlantic Marketing Journal

Health literacy includes not only literacy and numeracy, but areas related to an individual's ability to critically review and process health information in such a way that leads to improved health behavior and outcomes. The level of health literacy attained by a particular target audience is an important consideration for marketers of pharmaceutical products as it impacts both the message and the media selected for product promotion. Additionally, the degree to which health literacy levels impact medication adherence should be a consideration for those that market pharmaceutical products.

An Exploratory Comparison Of Private And Hbcu Marketing Student Study Abroad Program (Sap) Participation Intentions, Omar Woodham, George W. Stone, Kathryn Cort, Michael A. Jones

Atlantic Marketing Journal

The current research compares two demographically diverse universities regarding their respective awareness of the study abroad programs (SAPs) offered by their school. The study focuses on each sample’s awareness of SAP opportunities (i.e., as offered by their own institution) as well as each group’s opinion of the level of university administrator effort aimed at promoting the SAP offerings at each school. The authors analyzed whether student perceptions of the level of administrator support affected student expectations regarding SAP participation prior to graduation. Given the different socio-economic characteristics of the two student samples used in the study, the authors provide additional …

Do You Feel Financially Secured? The Investigation Of Economic Indicators And Consequences Of Financial Well-Being, Tommy Hsu, Leona Tam, Ryan T. Howell

Atlantic Marketing Journal

The economy has been in downward movement in the past few years in the United States as well as different parts of the world. Consumers’ financial situations have been found to influence their purchase behaviors. While some personal finance experts blame consumers’ (lack of) spending plans for their financial situations, others suggest that consumers’ perception of their financial standing influences their purchase plans. Using two nationwide large scale survey studies, we investigated how the consumer’s financial well-being affects planned and unplanned purchasing decisions from two competing perspectives. Supporting our notion of financial well-being as a status, the results revealed consumers …

Students' Attitudes Towards Textbook Types: Are Students Really Ready For E-Textbooks?, Diane R. Edmondson, Cheryl Ward

Atlantic Marketing Journal

Abstract - This study examines students’ attitudes and preferences to the four primary textbook types currently on the market. These types include hardback, paperback, loose leaf, and E-textbook. Two hundred twenty-three students currently taking Principles of Marketing from a large public university in the southeastern United States completed the survey. Results found that students still prefer paperback textbooks, even when this textbook is at a higher price than other alternatives. When students were asked their opinions on the various textbook options, it was clear that price, ease of use, health concerns, and ownership desires were the primary reasons why they …

Domestic Violence Among Utah Women, Susan R. Madsen, Tiffany Turley, Robbyn T. Scribner

Marketing and Strategy Faculty Publications

Domestic violence is a serious and widespread issue affecting women and families in Utah. One in three Utah women will experience some form of domestic violence in her lifetime, and our rate is slightly higher than the national average (32.4% vs 28.8%). According to the Utah Domestic Violence Coalition, more than 40% of adult homicides in Utah since 2000 have been domestic violence related. Domestic violence is often presumed to refer only to physical violence, but it also includes many other forms of abuse— emotional, verbal, financial, spiritual, digital/online, and sexual. Domestic violence can be perpetrated against anyone regardless of …