The continuing globalization of marketing activities has given considerable impetus to the
study of cosmopolitanism as a consumer construct. Most recent research has focused on the …

Although instructional research on simulation has been around for almost 40 years, validation
research has failed to hold itself to a common, scientifically acceptable methodology for …

Why does or should experiential learning work? The authors suggest that it provides a highly
cost-effective tool for acquiring dynamic knowledge, the knowledge that allows people to …

Discusses pricing decision making, one of the oldest marketingtopics, including several
pricing methods. Presents a strategic pricingframework, developed from pricing literature. …

The concept of complexity is central to the literature on simulation and experiential learning.
This paper considers the evolution of the construct, and suggests how it might be managed …

Although instructional research on simulation has been around for almost 40 years, very little
headway has been made on the creation of an academically acceptable methodology for …

Following the development of computer models for estimating frequency distributions, media
planners have searched for a simple method of utilizing distributional information in media …

The concepts of effective reach and effective frequency are less informative than previous
advertising research has led us to believe. McDonald (1971) intended these concepts to …

Purpose – The purpose of this paper is to provide a conceptual framework for better
understanding of cross‐national segmentation under the underlying forces of globalization and …

… Hugh Cannon is assistant professor in the department of advertising at the Medill School
of … Cannon has published numerous articles in the areas of market segmentation, media …