Making a Difference Through Marketing A Quest for Diverse Perspectives /

• Corporate Author: SpringerLink (Online service)
• Other Authors: Plewa, Carolin (Editor), Conduit, Jodie (Editor)
• Format: Electronic eBook
• Language: English
• Published: Singapore : Springer Singapore : Imprint: Springer, 2016.
• Subjects: Business.; Marketing.; Business ethics.; Health promotion.; Business and Management.; Business Ethics.; Health Promotion and Disease Prevention.

This book honours the contribution Professor Pascale Quester has made to academia and higher education, through her research, teaching, and leadership. As such, it provides readers with a comprehensive, contemporary perspective on marketing practice with an emphasis on the role of marketing in makin...

Table of Contents:

• The Question of Sponsorship Effectiveness
• Leveraging Research on Activation: Quester and Thompson’s (2001) Impact on the Field of Sponsorship
• Sponsorship-Linked Attitudes of Employees of Sponsoring Firms: SMEs vs Large Organisations
• Connected Stadium: A Pillar for Football Clubs’ Marketing Development?
• Knowing Me, Knowing You: Mentorship, Friendship, and Dancing Queens
• Beyond the Obvious: Facets of Diversity in Marketing Student Groups
• Student Engagement: A Multiple Layer Phenomenon
• Marketing - Making a Difference for Entrepreneurial Universities
• Improving Innovation Process Performance and Service Quality in Innovation Networks
• Promoting Public Health: Understanding the Limitations of Marketing Principles and the Need for Alternative Approaches
• Contemporary Young Consumers and Food Consumption – Implications for Social Marketing and Research .