Literaturnachweis - Detailanzeige
Autor/inn/en | Hollenbeck, Candice R.; Patrick, Vanessa M. |
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Titel | A R.E.C.I.P.E. for Inclusion: A Six-Step Journey to Teaching Inclusive Marketing Orientation |
Quelle | In: Marketing Education Review, 33 (2023) 2, S.142-148 (7 Seiten)Infoseite zur Zeitschrift
PDF als Volltext |
Sprache | englisch |
Dokumenttyp | gedruckt; online; Zeitschriftenaufsatz |
ISSN | 1052-8008 |
DOI | 10.1080/10528008.2022.2159439 |
Schlagwörter | Teaching Methods; Inclusion; Business Administration Education; Marketing; Diversity; Empathy; Professional Development |
Abstract | This article aims to provide educators with a RECIPE to pivot from traditional market orientation to inclusive marketing orientation. Inclusive Marketing Orientation (IMO) is an evolved marketing strategy that embraces the needs and desires of underrepresented consumers. The impact of increasing students' awareness of inclusivity not only benefits businesses, but this strategy can also lead to a thriving society in which all people manifest their best capabilities. Here, we provide a six-step RECIPE for teaching IMO: recognize diversity, embrace differences, co-opt diverse user perspectives, identify with empathy, and practice inclusive marketing and evolve as a marketing professional. Examples and results are discussed. (As Provided). |
Anmerkungen | Routledge. Available from: Taylor & Francis, Ltd. 530 Walnut Street Suite 850, Philadelphia, PA 19106. Tel: 800-354-1420; Tel: 215-625-8900; Fax: 215-207-0050; Web site: http://www.tandf.co.uk/journals |
Erfasst von | ERIC (Education Resources Information Center), Washington, DC |
Update | 2024/1/01 |