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

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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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