Linda Mullen

• Phd In Marketing
• Professor (Assistant) at Georgia Southern University

Purpose of the Study: Experiential learning opportunities, such as the chance to shadow a professional, can be an excellent tool allowing students to observe first-hand the material presented in the classroom. However, while shadowing projects are assumed to be beneficial to sales classes, empirical research presenting the benefits is limited. This...

This study suggests that induced antecedent moods may, in a systematic manner, influence subsequent levels of loyalty intention within consumer scenarios. Furthermore, this research finds that there exists differential responses to induced mood states by gender, which fall in line with research on the underlying gender differences in cognitive proc...

The purpose of this case is to demonstrate the importance of target market selection and positioning, particularly for businesses in small college towns. Additionally, other marketing and management issues are presented to stimulate understanding of the multitude of variables that impact restaurant success. This case is intended for those intereste...

This research examines word‐of‐mouth (WOM) promotions as an additional consequence of a successful cause‐related marketing (CRM) partnership. Firms properly aligned in CRM partnerships should increase positive feelings that can translate into positive WOM from the public. WOM efforts should be considered in marketing campaigns to develop successful...

Case Description: This case is intended for use in undergraduate marketing, management, fashion merchandising, entrepreneurship, or retailing courses. The purpose of the case is to demonstrate how small boutique businesses can compete against chain stores and large discounters such as Wal-Mart. Particularly, the concepts of key client management an...

Corporate social responsibility has received considerable attention within both the academic and business communities. Cause-Related Marketing (CRM) has evolved as an area of social responsibility that allows firms to link their philanthropic activities with the strategic marketing goals of the firm. Specifically, CRM occurs when a firm makes an of...

In this study, a student-centered learning style is introduced to the marketing discipline. Process Oriented-Guided Inquiry Learning, or POGIL, has been used extensively by the organic science courses schools across the nation. The POGIL technique is student-focused and engages the student aurally, visually, and tacitly, making it practical for all...

A series of studies was conducted to determine the effects of different dietary lipid sources (menhaden oil, MO; catfish oil, CO; or beef tallow, BT) on fatty acid composition (neutral and polar), selected hematological parameters, and cold tolerance in channel catfish Ictalurus punctatus . Significant differences existed in the neutral fatty acid...