ENTRY #36     How can marketing spark change in consumer health?

Cornelia (Connie) Pechmann

Professor of Marketing, The Paul Merage School of Business, University of California Irvine


Marketers should not take ourselves too seriously because we do not save lives, right? I was told that as a doctoral student, but still I wanted to save lives. So, I decided to study marketing that relates to tobacco consumption. Also ignoring the advice that marketing academics cannot get large grants, I obtained several seed grants from California, then a federal seed grant, and finally a large multi-million dollar grant from the US National Institutes of Health ...

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