Full articles for online reading:

Examining the academic/commercial divide in marketing research
The purpose of this paper is to comment on the differences in perceptions that exist between academic and professional marketing researchers, as creators of new marketing knowledge, and explore how academics and practitioners can work together better on areas of mutual interest or separately on areas where their interests do not coincide.
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Marketing in non-profit organizations: an international perspective
This paper tests three hypotheses: non-profit organizations follow a customer-centered approach to marketing; marketing is run by marketing-trained staff; and cross-continental differences in the adoption of marketing in the UK, the USA, and Australia exist due to differences in the operating environment.
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To buy or not to buy? A social dilemma perspective on green buying
This research seeks to better understand why, despite concern towards the environment (attitude), consumers fail to purchase environmentally friendly or green products (behavior).
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Responsible consumerism – Uncovering the catalyst for change
Why do consumers not behave in the way they claim when asked about environmental / ethical purchases? What impact has the new recessionary focus with its concentration on price and promotion led activity, really had on consumers’ responsible decision making? Can we develop a clearer picture of the future for ‘responsible consumerism’ by focusing on actual rather than claimed behaviour?
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Green advertising revisited: Conditioning virtual nature experiences
After a surge in green advertising in the 1990s, the use of green advertising claims decreased for nearly a decade. At present, however, a revival of green advertising can be observed. Many major companies are again stressing their involvement with the environment, most often through advertisements depicting beautiful imagery of pristine nature.
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Neuroplanning helps optimize media channels
Neuroplanning fuses the latest findings in cognitive psychology with data collected from an fMRI research project to uncover the generic cognitive effects of different media formats. Or, to put it another way, it looks at how people’s brains respond when exposed to advertising in different media channels.
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Using an emotional model to measure ad effectiveness
Advances in neuroscience in the past 20 years have told us much about the way the human mind works. We now understand that emotions guide and bias our decision-making and are essential for it. Not only does it turn out that emotions are more central to our decision-making than we have previously acknowledged, but the role of our core consciousness in decision-making is also being called into question.
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