Reducing high rates of sunburn occurrence, linked to the development of skin cancers, has been the focus of sustained social marketing campaigns in Australasia. Despite substantial investment in public health warnings, barriers to preventing sunburn and associated skin cancers remain. The purpose of this article is to illustrate through a holistic model of sunburn how social marketing interventions can be made at both the macro- and micro-environmental levels to minimise the remaining barriers to sun protection. This is achieved though a review of population studies that identify the barriers to preventable sunburn. Integration of the barriers suggests that a holistic approach is needed to understand sun protection behaviour among the general population. This approach supplements existing public health promotion approaches which tend to target an individual's knowledge and attitude toward sun protection and tanning. From this holistic model of sunburn, the implications for social marketers and directions for future research are presented.

This study gives an insight into the retailer's capability of managing sales promotion by examining the sales promotion programs offered by Hong Kong cosmetic and toiletry retailers and the consumers'preferences. The results indicate that instant-reward programs are popular among retailers and preferred by consumers. The results also show that the preferences for sales promotion programs are dependent upon consumers' demographic and sociocultural characteristics. Implications for advertisers designing and communicating sales promotions are offered.

This study investigates motivational dimensions underlying enrollment in an introductory marketing course and whether students' motivation differs with respect to their intention to major in marketing, year of study, gender, and age. Suggestions regarding marketing course content and teaching methods are made.

Prior to this he trained and worked as an agricultural scientist, and a consultant in the banking industry. His research and teaching interests include product & brand management, low involvement consumer behaviour, food marketing and the application of the philosophy of science to Marketing.

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