International marketing journals : a preliminary regional and institutional examination of research productivity

Contributions to marketing knowledge are becoming more global (Stremersch and Verhoef, 2005). This paper explores the issue of regional contribution to the international marketing area, which could be expected to be more global than other areas. Publications within four leading international marketing journals were reviewed over a five-year period (1999-2003). Findings suggested that approximately 50 percent of the works were authored by academics outside North America.<br /

Cause-related marketing : an extension of the congruity concept

This paper considers the concept of congruity or \u27fit\u27 in a cause-related marketing (CRM) context. At present, there is a gap in the literature that explores how nonprofit-forprofit pairings affect a consumer\u27s response to and evaluation of CRM campaigns. This paper develops the concept of \u27fit\u27 with particular attention being paid to three dimensions, namely, cognitive, emotional and behavioural congruity and the role these concepts play in determining consumers&rsquo; perception of the \u27relatedness\u27 of products and causes.<br /

Students\u27 perception of an online marketing subject : a qualitative approach

Extant literature supports the growing importance of offering flexible modes of learning delivery in order to meet the needs of a diverse student cohort. The increased use of information and communication technologies (ICT) has lead to an enriched learning experience, but has also posed a number of constraints and challenges for students. Although there is an abundance of research regarding students&rsquo; perceptions, attitudes and satisfaction with the online learning environment, most of this is taken from the perspective of the distance education student. The purpose of this qualitative study is to examine these issues from the perspective of a mixed cohort of students (both on and off campus), who are required to complete a core, undergraduate marketing unit exclusively online.<br /

Experiential satisfaction with a wholly online marketing unit

This study examines the relationship between students&rsquo; satisfaction with a core undergraduate marketing unit, preference for online or face-to-face mode of teaching delivery and intent to major in marketing. The core undergraduate marketing unit was offered only in a wholly online mode, although many of the students had experienced traditional face-to-face classes in previous units. The sample was 112 undergraduate students. Findings indicated students&rsquo; preference for face-to-face mode of teaching delivery did not affect satisfaction with the marketing unit, but there was a significant relationship between unit satisfaction and students preference for online mode of teaching delivery. Mode of teaching delivery preferences suggested neither the online or face-to-face mode affected students&rsquo; choice in majoring in the marketing discipline, however, there was a significant relationship between student satisfaction and intent to major in marketing.<br /