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AbstractPurpose -The purpose of this study is to segment the consumer Gulf market based on actionable and strategy yielding marketing variables (i.e. ethical orientations, trust, opportunisms and Machiavellianism). Design/methodology/approach -Consumers from Saudi Arabia, Oman and Kuwait were asked to complete a survey which incorporated scales to measure consumers' ethical beliefs, Machiavellianism, ethical orientation, opportunism, trust, as well as demographic classification questions. Specifically, every attempt was made to have a broad distribution across the demographic categories of gender, age and education. Participation in the study was restricted to citizens of their respective nations. Local "data captains" were selected in each nation and trained in data collection techniques by two of the study's authors. Of the 598 questionnaires distributed, a total of 365 usable surveys were yielding an overall response rate of 61 percent. A multistage clustering approach was incorporated in order to identify the unique ethical consumer segments.
Based upon a national random sample of primary care physicians, this study updates earlier investigations of direct-to-consumer (DTC) advertising of prescription pharmaceutical drugs, in light of the explosive growth of such advertising since the late 1990s. The attitudes of the majority of primary care physicians surveyed remain strongly negative, with particular concern about the overstatement of efficacy/exaggerated benefit claims and inadequate risk information. There is, however, a minority of primary care physicians who might be favorably disposed toward DTC prescription drug advertising, provided the pharmaceutical industry addresses the expressed concerns of the medical profession.
Fact‐based decision making is changing job functions within organizations more than any other technology. Analytics, once the purview of the data scientist, is now spread throughout organizations. No longer is there a single job title, job function, or set of required skills and credentials for an analytics career. Companies have moved away from seeking applicants with a specific degree to now recruiting analytics talent based on required skill sets. For more than a decade, business schools have been developing new programs in analytics in response to industry's needs. However, in developing meaningful career‐ready professionals, business programs must understand the skills required across different analytics job functions. In this article, the authors present a comprehensive assessment of the skills sought by employers when considering a candidate for an entry‐level analytics position. The authors describe the demand for various types of analytics professionals, identify the job titles and functions with the most significant demand, and then draw a comparison of the job requirements of hard skills, soft skills, software skills, and credentials between three of the most sought‐after analytics areas: data science, data analytics, and business analytics. The authors conclude by providing faculty and administrators with recommendations on how to adapt their courses and programs to provide students with the fundamental preparation necessary for careers in data science, data analytics, and business analytics.
Building "Brand Me": Creating a Personal Brand stateMent angela d'auria stanton and Wilbur W. stantonEngaging students in a principles of marketing course can prove challenging but also provides instructors with an opportunity to link course concepts using a real-world orientation. This paper describes the use of a personal brand statement assignment as a way to integrate the key marketing concepts of branding and brand positioning into a broader understanding of marketing. The assignment requires the students to successfully apply analytical reasoning and critical thinking skills in a way that expands marketing knowledge and is directly relevant to their career development efforts.
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