Marketing Commons^™

Electronic Reverse Auctions (E-Ras): Professional Selling And Purchasing Students' Reflections E-Sourcing Principles, Jacqueline A. Williams, Kathryn Dobie

Atlantic Marketing Journal

No abstract provided.

Sequential Course Integration Strategy For Client-Based Project Success, Dora E. Bock, E. James Randall

Atlantic Marketing Journal

No abstract provided.

Service Learning Across Disciplines And Countries, M. Meral Anitsal, Ismet Anitsal, Bonita Barger, Ismail Fidan

Atlantic Marketing Journal

No abstract provided.

Sixty-Seven Students, One Baseball Park And Eight Hundred Fans: Experiential Learning In Marketing, Dennis Bristow, Garth Harris, Rajesh Gulati, Kenneth Schneider

Atlantic Marketing Journal

No abstract provided.

Experiential Learning In Second Life: A Simulation In Retail Management, Christy Ashley, Sharon Kibbe, Susan Thornton

Atlantic Marketing Journal

No abstract provided.

Teaching Dynamic Competition In Marketing, Shelby D. Hunt, Sreedhar Madhavaram

Atlantic Marketing Journal

No abstract provided.

Teaching A Blended Supply Chain Management Course To Marketing Majors, Ahren Johnston, John Kent

Atlantic Marketing Journal

No abstract provided.

Successfully Supersizing Marketing Instruction: A Comparison Study Of Instructional Delivery Modes For Principles Of Marketing To Mega-Class Sizes, Carolyn A. Massiah, Rebeca Perren, Ronald E. Michaels

Atlantic Marketing Journal

No abstract provided.

The Relationships Among Student Learning Styles, Course Delivery Method, And Course Outcomes: A Quasi-Experiement Investigating The Case Method Of Course Delivery, Daniel J. Goebel, Michael A. Humphreys

Atlantic Marketing Journal

No abstract provided.

Using Technology To Engage And Improve Millennial Students' Presentation Performance, Michael Rodriguez, Haya Ajjan, Earl Honeycutt

Atlantic Marketing Journal

No abstract provided.

Some Experiences Cannot Be Had At A Distance: The Importance Of Face-To-Face Settings For Building Professional Networking Skills, Kendra Harris, Jacqueline A. Williams

Atlantic Marketing Journal

No abstract provided.

Introduction To Special Issue, Innovations In Teaching, Deborah H. Lester

Atlantic Marketing Journal

No abstract provided.

Sales Incentives And Sales Performance: The Moderating Effect Of Cultural Dimensions, Morten Brante

Dissertations, Theses and Capstone Projects (Full IR Collection)

An increasingly globalized world requires businesses to operate across countries and cultures. Managing a business in international markets adds complexity and challenges that can lead to strategic mistakes in dealing with customers, employees and suppliers. Culture impacts many aspects of business. Proper management of culture can lead to competitive advantages. Companies use sales incentives to motivate their sales force and customers in an effort to optimize sales performance. Despite a growing interest in international sales research, few studies address the impact of culture on sales performance. This research will contribute by exploring the moderating effect of culture on sales incentives …

The Advanced Course In Professional Selling, Terry W. Loe, Scott A. Inks

Faculty Articles

More universities are incorporating sales content into their curriculums, and although the introductory courses in professional sales have much common ground and guidance from numerous professional selling texts, instructors teaching the advanced selling course lack the guidance provided by common academic tools and materials. The resulting potential variance in content and pedagogy in advanced selling courses makes comparing programs or assessing the relative preparedness of students coming from different universities challenging for recruiters, faculty, and students. A review of the syllabi of the instructors currently teaching the advanced selling course reveals common themes, content, and pedagogy that are helpful to …

Effects Of Brand Trust, Perceived Fit And Consumer Innovativeness On Fashion Brand Extension Evaluation, Hyunjong Chung, Soyoung Kim

Atlantic Marketing Journal

This study explored the effects of brand trust, perceived fit, and consumer innovativeness on the overall evaluation of vertical and horizontal extensions for fashion brands. Data were collected from 187 female consumers aged 18 or older who were familiar with Giorgio Armani, the parent brand chosen for this study. Regression results showed that brand trust was a positive predictor of the overall evaluations of both vertical and horizontal extensions, whereas consumer innovativeness was a negative predictor of the overall evaluations of both extensions. Perceived fit exerted a negative impact on the evaluation for vertical extension but had a positive impact …

The Meaning Of Money And Possessions: A Cross-University Comparison, David J. Burns, Pola B. Gupta

Atlantic Marketing Journal

The purpose of the paper is to examine whether students attending state universities and Jesuit universities possess different levels of love of money and materialism. Students attending marketing classes at two universities in the same region of the U.S. (one state and one Jesuit) were asked to complete a survey containing instruments to measure their love of money and their materialism. The results suggest business students attending a Jesuit university have lesser love of money than those attending a state university, but higher materialistic envy.

Culture And The Impact On Customer Service: Considerations For Offshoring To India, Melodi D. Guilbault, Verna Omanwa

Atlantic Marketing Journal

This paper contributes to the discussion about offshoring of customer service functions in international business research. Offshoring and offshore outsourcing have gained popularity mainly because of economics. Many organizations including the McKinsey Global Institute and the Gartner Group have developed checklists for companies to use in deciding if and where to offshore. These lists include the need to consider cost, availability of skills, environment, market potential, risk profile, and quality of infrastructure (Farrell, 2006). The discussion of culture is not prominent in any of the lists. This may not be an issue with functions that do not require customer interaction, …

Using Marketing Research And Positioning Techniques To Create Imc Campaigns For Private, Charter, Or Public Magnet Schools, John M. Mcgrath Ph.D.

Atlantic Marketing Journal

This article describes how two common tools of consumer marketers, marketing research and positioning analysis, were used to promote enrollment at a private elementary school that draws students from across district lines. The case study uses literature in the relevant fields to follow the process from the development, methodology, and results of the marketing research study to their inclusion in a positioning analysis and map of the school’s perceived strengths and weaknesses, to the final integrated marketing communications (IMC) campaign that resulted.

Who Is Winning The War On Drugs? A Case In Marketing And Demarketing, John E. Crawford

Atlantic Marketing Journal

The production and use of illicit drugs are age-old activities. At different times societies have been more or less tolerant of these activities according to prevailing laws and attitudes. More recently and for several decades the government of the United States has engaged in a “war on drugs.” Part of this war involves the employment of anti-drug advertising to discourage drug use, an activity in which the government has enlisted allies such as advertising agencies to assist in combating drug use. This case contrasts these demarketing efforts with the highly successful use of basic marketing tactics by a group of …

Creating Consumuments: The Use Of Artistic Interpretation Of Text As An Insight Mining Device In Advertising Courses, Tracy Tuten

Atlantic Marketing Journal

The goal of any approach used to gain a foundation of knowledge about a consumer segment is to ensure one can make decisions that are sound strategically and effectively serve the segment. This paper describes a new technique for profiling a consumer segment: creating a consumument. A consumument is an artistic interpretation of text which reflects insight into a consumer segment. The exercise, based on Tom Phillips’ (2005) A Humument, seeks to encourage students to mine for meaning, reflect on consumer perceptions, emotions, and aspirations, and ultimately express their understanding of a consumer group artistically.

Moderator Role In Green Product Purchases., J. Thomas Failla, Pradeep Gopalakrishna

Atlantic Marketing Journal

Abstract: Opinion polls consistently show large majorities of Americans supporting efforts to protect and improve the planet’s ability to sustain life. However, when it comes to environmentally preferable products, firms attract relatively small shares compared with conventional products. The present study examined the effect intentions (Verbal Commitment – VC) , emotions (Affect – Aff) and two moderators (Perceived Consumer Effectiveness – a PCE and Faith in Others – FIO) have on purchase (Actual Commitment – AC) of environmentally preferable products. Support was found for a direct influence of intentions aided by emotions – affect (Aff) – on AC, purchasing of …

Examining The Demographic Profiles Of Thrift Store Donors And Thrift Store Shoppers, Robert D. Montgomery, Mark Mitchell

Atlantic Marketing Journal

ABSTRACT

Thrift Stores can be viewed as conversion mechanisms; that is, they accept merchandise from DONORS and then re-sell the merchandise to BUYERS. These are often separate and distinct groups. The challenge for Thrift Store operators is to separately appeal to each group as a place to donate and a place to shop for merchandise. This study profiles the donors and buyers for Thrift Stores so that store and organizational leadership can better develop marketing strategies to reach these distinct groups.

Vendor Firm Characteristics And Buyers' Perceptions Of Transaction Costs And Relationship Governance, Imran M. Khan

Dissertations, Theses and Capstone Projects (Full IR Collection)

The utilization of outsourced business services continues to grow as organizations focus on core competencies. Outsourced services span the gamut from financial services to information processing to engagement of third party logistic services by enterprise customers. When outsourcing business services, organizational buyers often have to select from a plethora of small, mid-sized, and large vendors that offer competing services at comparable prices. Given this choice conundrum, what factors influence buyers’ perceptions of vendors and their capacity to deliver expected value?

The current research integrates three distinct, yet related, theoretical streams including transaction cost, vendor selection, and buyer-seller relational exchange in …

Read Poster - Michael, Elizabeth & Stephanie, Sturgis Library Student Assistants 2014, Amy Thompson

Library Marketing Materials

READ Poster, featuring Michael, Elizabeth and Stephanie, Sturgis Library Student Assistants 2014.

Books: Pride And Prejudice, by Jane Austen. London: T. Egerton, Whitehall, 1813.

The Song of Achilles, by Madeline Miller. New York: Ecco, 2012.

Where'd You Go, Bernadette, by Maria Semple. New York: Little, Brown and Company, 2012.

Read Poster - Katy-Beth, Michael, Jonathan & Peter, Sturgis Library Student Assistants 2014, Amy Thompson

Library Marketing Materials

READ Poster, featuring Katy-Beth, Michael, Jonathan & Peter, Sturgis Library Student Assistants 2014.

Books: The Guardian, by Nicholas Sparks. New York: Grand Central Publishing, 2003.

Back to Blood, by Tom Wolfe. New York: Little, Brown and Company, 2012.

Lost Symbol, by Dan Brown. New York: Doubleday, 2009.

Guinness Book of World Records, by Craig Glenday, (ed.). London: Guinness World Records, 2012.

Read Poster - Dr. Daniel S. Papp, President Of Kennesaw State University, Amy Thompson

Library Marketing Materials

READ Poster, featuring Dr. Daniel S. Papp, President of Kennesaw State University.

Book: Flags of Our Fathers, by James Bradley. New York: Bantam, 2000.

Read Poster - Brianna, Chris, Chi Chi & Nadine, Sturgis Library Student Assistants 2014, Amy Thompson

Library Marketing Materials

READ Poster, featuring Brianna, Chris, Chi Chi & Nadine, Sturgis Library Student Assistants 2014.

Books: Reading Women, by Stephanie Staal. New York: Public Affairs, 2011.

Hatchet, by Gary Paulsen. New York: Simon & Schuster, 1987.

Letter to My Daughter, by Maya Angelou. New York: Random House, 2009.

100 Unforgettable Dresses, by Hal Rubenstein. New York: Harper Design, 2011.

Read Poster - Dr. Randy Hinds, Vp For Operations, Chief Business Officer And Chief Information Officer, Amy Thompson

Library Marketing Materials

READ Poster, featuring Dr. Randy Hinds, VP for Operations, Chief Business Officer and Chief Information Officer.

Book: The American Kaleidoscope: Race, Ethnicity and the Civic Culture, by Lawrence H. Fuchs. Middletown: Wesleyan, 1990.

An Investigation Of Sustainable Product Purchase Behavior: A Social Cognitive Perspective Of Consumer Action, Keith Edmund Ferguson

Dissertations, Theses and Capstone Projects (Full IR Collection)

Environmentally friendly products have been available since the 1970s receiving both praise and skepticism on the part of consumers. More recently, product focus has shifted towards a product‘s social, economic, and environmental concerns (sustainable products). While consumers admit they would buy sustainable products, this behavior is currently not occurring at the point of purchase. This research contributes to the existing literature by further exploring why a consumer‘s likelihood to purchase sustainable products is not translated into actual sales. Based on an extensive review of the extant literature a theoretical model was developed and tested using an online survey distributed to …

Common Beliefs And Reality About Partial Least Squares: Comments On Rönkkö And Evermann, Joe F. Hair, Jörg Henseler, Theo K. Dijkstra, Marko Sarstedt

Faculty Articles

No abstract provided.