A R.E.C.I.P.E. for Inclusion: A Six-Step Journey to Teaching Inclusive Marketing Orientation

Autor/inn/en	Hollenbeck, Candice R.; Patrick, Vanessa M.
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 Verfügbarkeit
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 + Suchen Sie Ihr Suchwort? Teaching method; Lehrmethode; Unterrichtsmethode; Inklusion; Empathie
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).
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Erfasst von	ERIC (Education Resources Information Center), Washington, DC
Update	2024/1/01