Although advertisers have flooded gay and lesbian print media in recent years, it is estimated
that more than half of the gay and lesbian population does not read gay media. Hence, this …

Although marketers generally consider homosexuals to be a desirable market segment,
they are not targeted using mainstream media because it is expected that heterosexuals will …

Universities have belatedly recognized that they must consider their marketing strategies if
they are to remain viable in the increasingly competitive market. In order to provide a logical …

Much has been written regarding the downward trend of enrollments in business programs
since the boom of the 1980s. While recruiting activities by universities are escalating, little …

Alarming increases in the number of women smokers have focused attention on the tobacco
industry's efforts to appeal to women who are likely to try and/or adopt tobacco products. …

Stakeholders from both business and academe are challenging educators to integrate
meaningful writing into the business curriculum. In this article, the authors describe the use of case…

The past 10 years have been witness to an increasing number of mainstream mar keters who
direct various elements of their promotional efforts at the gay and lesbian consumer market…

In today's technically sophisticated, information-rich environment, consumers are bombarded
with information. Consequently colleges and universities must develop ways to get the …

Product/service alternatives represent a newly emerging competitive environment where, as
a result of advancements in technolog y, competition between products and services …

Rising production costs in the US motion picture industry make overseas markets essential
for movie studios' economic survival. However, movie marketers can rarely build on …