Marketing Parochial Schools: Does Marketing Theory Contribute to Effective Practice?

Two earlier contributions have examined key issues addressing the marketing of parochial schools. Wrenn and Kotler (1993) propose that the marketing of church-related schools represents a case of social exchange activity. By contrast, Penner (1993) identifies two fundamental limitations to the application of marketing principles to parochial education, namely, role and function conflict. The present article seeks to consider the conceptual contribution of those two articles and to examine additional elements that are critical to the discussion but were not adequately addressed in the two prior articles. The article concludes by suggesting future research of potential relevance in the marketing of parochial education.     

Synopsis of Wrenn and Kotler's Exchange Model for Marketing Parochial Schooling

In the Spring 1993 edition of the JRCE, Bruce Wrenn and Philip Kotler (pp. 119–134) drew from social exchange theory to explain why people choose parochial education. Wrenn and Kotler argue that marketing theory can both inform and improve marketing practice in such non-profit organizations as parochial schools.     

New Ways of Making Babies: The Case of Egg Donation (Book)

This research was undertaken to explore audience members learning ethics from two national museum exhibitions: The Return of Sherlock Holmes (RSH) and Human Body Exploration (HBE) in Taiwan. Based on literature review of ethics for museums, there are four dimensions related to exhibition ethics: environment, marketing, education, and services. Therefore, the purpose of this research was to examine the relationships within the dimensions of environment, marketing, education, and services of exhibition ethics and to understand the differences in exhibition ethics between RSH and HBE. The total number of valid questionnaires was 191 for RSH and 152 for HBE. The research method analysis of variance was applied to examine whether there were significant differences between individual's basic data and four different dimensions of exhibition ethics in museums.

As survey data revealed, exhibition ethics had significant relationships with four dimensions (serviceability, education, environment, and marketing) and significant differences to the demographic variable, such as age. We suggest that exhibition agents should emphasize exhibition contents more than relative commodities, thereby possibly attracting audiences to visit the museum exhibitions. In addition, the exhibitions that were related to sensible issues should be divided into different levels regulated in terms of audience age and the degree to which parents, teachers, or narrators at the museum could negatively influence a younger visitor's perception of an exhibition and thereby museums. Finally, during busy periods, the museums should control visitor numbers to maintain visiting quality. Therefore, the museums should be able to create added value to attract more audience members to visit the exhibition.     

Institutional Barriers to Participation in Adult Education Among African Americans within Religious Institutions

Numerous studies have identified deterrents to participation in adult education among adult learners, mainly in formal settings. The purpose of this study was to examine institutional deterrents to participation as identified among African Americans who are members of religious institutions, specifically African American Christian churches. Institutional deterrents were classified into six different rubrics. Results from the study suggest African American Christian churches should closely examine their policies and procedures for developing and marketing their educational programs and developing or enhancing teacher preparation techniques.     

<Emphasis Type="Italic">Commentary</Emphasis>: Implementing Empirically Supported Treatments in the Schools: What Are We Asking?

The research reported in this special issue addresses important areas for the continued development of empirically supported school-based treatments. Although advances in the development and evaluation of treatment services have occurred, there is little public demand for the widespread dissemination of these treatments. In this commentary, the authors draw data from historical examples, related research, and personal experience to demonstrate the need to create a societal mandate for change. They present specific implications for future areas of research and the type of public education and marketing campaign that will be needed to create a demand for empirically supported school-based treatments.     

Health services and health care economics: the health psychology marketplace.

In an effort toward cost containment, the health care system in the United States has undergone radical changes in the last decade. These changes have influenced the delivery of clinical health psychology services. This article reviews several economic and marketing factors salient to the clinical health psychology marketplace. For example, these economic changes have placed greater emphasis on the need for cost-effectiveness and accountability in the health psychology field. Implications for education and training, collaboration with other health care specialties, new practice initiatives, and public relations are reviewed. Future challenges and opportunities for clinical health psychology are discussed.     

Psychology in sub‐Saharan Africa: Challenges,prospects and promises

The experiences of African communities are significantly underrepresented in the current psychological literature as compared to those of Western European and North American communities. Professional psychology in sub‐Saharan African is either nonexistent or strongly modeled after practices in North America and Western Europe. The modeling of psychology in sub‐Saharan Africa on the North American and Western European experience is a result of the more extensive marketing of the Western cultural heritage around the globe by national governments, education institutions and international aid agencies vis a vis the marketing of alternative cultural heritages. It is also reflective of the historically unequal intercultural exchanges between Western and African cultural heritages and in favour of the former. A greater representation of the African experience in the psychological literature could add to the richness and global relevance of psychology.     

Consumer decision making and aging: A commentary from a public policy/marketing perspective

Efforts to assist older adults with cognitive deficits can take one of three paths: law, education or marketing. Legal protections have proved insufficient. Government educational efforts are typically dryly factual and likely to go unheeded. With the growing size of the older adult market, the independent efforts of both for-profit and social marketers to develop products and services that can help this population remain functionally healthy and independent are likely to be successful. Both governments and insurance companies should be motivated to help subsidize these entrepreneurial efforts given the considerably higher costs of caring for the elderly in an institution.     

The Theory of Emotions in Marketing

To determine whether a theory of emotions in marketing is needed, this article assesses the current theoretical status of emotions in marketing. The theoretical propositions and the characteristics of four major theories of emotions borrowed from psychology, as well as five marketing accounts for emotions are reviewed. The characteristics of emotions in marketing are specified and compared with the characteristics of emotions as seen by psychology. The article ends with four theoretical proposals on directions for future development of a theory of emotions in marketing.     

Aligning Expatriate Managers’ Expectations with Complex Global Assignments

The purpose of this paper is to develop a theoretical, yet practical framework for managing unrealistic expectations of expatriate marketing managers relative to their role in complex global marketing assignments. The formation of these unrealistic expatriate marketing managers’ expectations is examined using relational contracting theory. We explore alternative HRM evaluation/support designs that can suppress the development of expatriate marketing managers’ entitlement process and thus enhance the reality of expatriate marketing managers’ expectations relative to the role in a subsidiary of the multinational enterprise.     

The Role of Sales and Marketing in Market-Oriented Companies

Since little is known about whether both marketing and sales functions pay off in market-oriented companies, this research analyzes the interaction between market orientation and the departmental power of marketing and sales within the firm. Data collected across five industries on the marginal effect of marketing’s departmental power on business performance show that market-oriented companies benefit from a strong marketing function, but a powerful marketing department cannot compensate for low levels of market orientation. Surprisingly, the power of sales impedes successful market orientation implementation. This has important implications for future sales management research. We highlight the significance of these findings for both theory and practice.     

Exploring the role of discourse in marketing and consumer research

This paper reviews the development of discourse‐based analysis in marketing and consumer research and outlines the application of various forms of discourse analysis (DA) as an approach. The paper locates this development alongside broader disciplinary movements and restates the potential for critical DA (CDA) in marketing and consumer behaviour research. We argue that discourse‐based approaches have considerable potential and application particularly in terms of supporting disciplinary reflexivity and research criticality. A discursive lens offers novel ways of understanding marketing as a subject/discipline as well as how marketing academics conceive and investigate objects of marketing inquiry. The objectives of this paper are fourfold: to outline the development of discourse and text‐based studies in marketing and consumer research; to reveal how this has shaped, framed and limited the application and utilisation of DA in particular ways; to synthesise the main principles of DA generally and CDA specifically; and highlight how these approaches could be applied to a range of marketing and consumer behaviour issues and contexts. Copyright © 2014 John Wiley & Sons, Ltd.     

Responding to JCAHO standards: everybody's business.

At this stage, JCAHO [Joint Commission on Accreditation of Healthcare Organizations] site visitors simply want to know how the institution plans to respond to the organization ethics standard. In the near future, however, they will expect data on how ethical issues have been addressed that faced the organization in marketing, billing, managed care contracts, and so on. Pointing to an organizational code of ethics will not be enough. Examples of leadership utilizing the processes of the committee or an appropriate consultant or group, to the ends of education, policy studies, and consultation on specific choices will meet the standard. Organizations that evade or choose not to supply data along these lines will presumably be negatively evaluated. Noncompliance presumably means a risk to accreditation. The message to the clinical ethics committee is a serious one. We must engage in the regional planning and organization needed to provide education and training needed by ethics committees for these two tasks, within the constraints of realism, that is, that these are requirements that are primarily expected of the clinical community and the organizations that provide care to patients.     

Trait emotional intelligence and its links to university performance: An examination

This study aimed at investigating the relationships between academic performance (AP) and cognitive ability, personality traits, and trait emotional intelligence (trait EI or trait emotional self-efficacy) in a sample of 323 (113 female) university students in Cyprus. The study also explored differences across university majors (i.e., computer sciences, business and management, electrical engineering, tourism and marketing, law and accounting, and psychology) in trait EI profiles. Trait EI predicted AP over and above cognitive ability and established personality traits. In addition, there were differences across university majors in trait EI scores; psychology students scored higher on trait EI than computer science, electrical engineering, and business and management students. Implications for studying trait EI in the context of higher education are discussed.     

Sollen Psychoanalytiker Psychotherapeuten ausbilden?

With respect to the radical changes in psychotherapeutic education as a consequence of the Law for Psychotherapy that has been put into force, the author elaborates on political, medical and strategic aspects. It is of special interest whether psychoanalysts having had the “monopoly” of training in depth psychological therapy should further take responsibility for the training in and the development of this method. Meanwhile, other therapeutic schools are claiming depth psychological psychotherapy for themselves and they deny the essential role of psychoanalysis as a foundation of it. In addition, the psychoanalytic institutes themselves do not agree on this issue. A further aspect of the question is that of marketing strategies: in order to survive, it is for psychoanalytic institutes at a time of lessening interest in standard psychoanalytic training important to offer training in depth psychological therapy with its comparatively less expensive and less extensive curriculum. But the essential question remains: should psychoanalysts train psychotherapists and take responsibility for an independent depth psychological therapy, or not? The author calls for a separate profound education in depth psychology taught by psychoanalysts in order to maintain a positive atmosphere for psychoanalysis e.g. in clinical institutions. He agrees with the IPV that this would help to solve “the crisis of the psycho analysis”. Finally, some of the most important, unsolved questions referring to a separate and profound education in depth psychology are presented and possible solutions are offered. It is of crucial importance to take up again the discussion within the psychoanalytical associations and to adjust their medical as well as political attitude to the new ways depth psychology is taught at psychoanalytical institutes.     

刷屏的原理：在线内容的病毒式分享机制

通过社交网络发布优质在线内容以引发消费者的主动分享从而使该内容像病毒一样传播开来的营销方式被称为病毒式营销。在线内容的病毒式分享机制主要包括内容特征、心理动机、情绪反应、情境因素以及个体特征这五个方面, 可以为品牌和自媒体有效提高在线内容的分享转发率提供系统的理论指导。未来研究需要进一步探索某些具体情绪的作用机制, 识别出更多本土背景下的情境因素, 关注病毒式营销的效果评估和心理行为后果, 并采用更加多样化的研究方法。     

On the Ethicality of Internal Consumption in Multilevel Marketing

This paper examines the ethicality of internal consumption in multilevel marketing. Internal consumption occurs when distributors in a multilevel marketing organization purchase and personally consume the products and services of their multilevel marketing firm. The paper documents that internal consumption is a common, widespread phenomenon found in all types of firms and that criticism of this aspect of multilevel marketing as being unethical and fraudulent is misplaced.