The survival of museums in the leisure market is challenged by a growing experience economy. However, many still refrain from strategic experiential marketing strategies because they fear to
During the last decade, the traditional paternalistic approach to decisions in the realm of health care has been progressively replaced by the understanding of patients as sovereign consumers of
Social desirability bias (SD bias) describes research participants’ tendency to adapt response behavior to perceived social norms. SD bias can affect the validity of studies. However, as of yet,
Recent developments in university education lead to marketing courses of hundreds of students. To cope with the challenge of efficient and fair test assessment, lecturers have switched to easily
The implementation of the CMGS (Case Method with Guest Speakers) Project in Sales Management courses provides Marketing undergraduate students with first-hand practical knowledge about how a sales