You will complete short (2 pages) papers on key marketing concepts or models that are of interest to you. An example of a marketing concept is a target market segment. You will select an article from a peer-reviewed, scholarly journal (i.e. not the local newspaper, or popular business press) that is an in-depth theoretical model or an empirical test of the marketing concept or model. In the case of an empirical test the author(s) has collected data through a survey, experiment, observation or interviews. Instructions: In the report, briefly describe the concept or model and the nature of the articles, but then focus most of your efforts on discussing the utility and shortcomings of the articles (this is the crucial partyour analysis of the articles). Please provide a full reference for the articles you use for your report. How will you know if an article meets the criteria? Its sufficient if your article from a scholarly journal contains propositions, hypotheses, or figures showing relationships between or among variables. This assignment gives you the opportunity to develop a more in-depth understanding of marketing concepts or models. Advanced searches in online databases allow you to limit the search to peer-reviewed or scholarly journals. Some useful scholarly journals include the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Consumer Psychology, Journal of Interactive Marketing, Journal of Consumer Research, Industrial Marketing Management and European Journal of Marketing. (Link of websites for the reference part, not book). P.S: Last time you wrote about satisfaction of customer. It was a great paper! Now please write about a target segment for the marketing concept. Btw, English is not my first language, so you don not have to trim your sentences carefully
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