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This paper aims to introduce a new integrated marketing communication (IMC) strategy, not yet appearing in textbooks, into the classroom.

A thorough review of the limited sources so far available introduces the subject. This is followed by a report on the results of the author’s own introduction of the topic into his course.

Students reacted very favorably to learning this new and challenging marketing communication strategy. They also reinforced their own understanding of other principles, e.g. content management, taught earlier in the course.

Adoption of transmedia storytelling will advance the teaching of IMC in the classroom.

This paper proposes a formal definition of marketing transmedia storytelling. No pedagogic paper has previously been published on this new IMC strategy.

All items listed may be borrowed from the Aslib Library, except those marked, which may be consulted in the Library.

Sports organisations must continuously assess how better to meet or exceed consumer expectations and perceptions of their experience in order to maintain and increase the number of spectators and loyal fans attending their sporting events. This study aims to enhance our understanding of which characteristics of a service attribute will best define its quality and impact on spectator behaviour by understanding the causal relationship between perceived service quality (PSQ) and satisfaction.

EVERYBODY AGREES that shared cataloguing is a good thing, but until recently nobody has done very much about it. I remember my first encounter with it was the regional catalogue for the libraries of South Wales set up in Cardiff in the 1930s under W. O. Padfield, but there was always something rather arcane about it, to me at any rate who was kept shelving books whenever they could find me.

The main objective of this study is to identify the determinants of TV ads avoiding behavior between light and heavy avoiders in greater Cairo. To achieve the study objective, five hypotheses have been developed and tested by such statistical techniques as discriminant analysis, t‐tests, MannWhitney tests, and Chi Square tests. A questionnaire has been designed to collect data from a systematic random sample of adults in social clubs and shopping centers in greater Cairo. The number of usable questionnaires in data analysis was 364. The study findings show that all respondents except 3 were doing one or more of TV ads avoiding behavior. Cognitive avoiding represents the most frequently used avoiding behavior by light and heavy TV ads avoiders. The results also demonstrate that perceptions, attitudes toward advertising, and some motives were determinants of TV ads avoiding behavior. On the other hand, it was found that all demographic and socioeconomic characteristics, except types of channels, were not determinants of TV ads avoiding behavior between light and heavy TV ads avoiders. The study concludes with a number of academic and practical recommendations.

This review of the literature on the interaction between the public and private sectors in information services provision, with specific reference to document delivery and the impact of new communications technologies, was undertaken at the request of the British National Bibliography Research Fund. It covers only the English‐language literature, and does not present any particular point of view other than is implicit in the literature covered. Some notes on the issues explicitly or implicitly raised in the review are presented in the final section.

There is a persistent image of the Catholic Church as an authoritarian institution which is opposed to democratic practices. While it is true that the Church retains its right to be authoritarian in what pertains to faith and morals, it is not true that the Church believes it must or should be authoritarian in all matters. So long as the primary ends of administration are assured, the church is not necessarily concerned with the actual form of administration adopted. In recent times, although there has been no negation of the doctrine that all authority is granted by God, the Church has displayed an increasing sympathy for democratic ideals. Indeed, the Church's own institutions have for centuries followed democratic administrative procedures and the more wide‐spread adoption of such procedures in Catholic schools is to be highly commended.

Identifying the dimensionality of a construct and selecting appropriate items for measuring the dimensions are important elements of marketing scale development. Scales for measuring marketing constructs such as service quality, brand equity, and marketing orientation have typically been developed using the influential classical test theory paradigm (Churchill, 1979), or some variant thereof. Users of the paradigm typically assume, albeit implicitly, that items and respondents are the only sources of variance and respondents are the objects of measurement. Yet, marketers need scales for other important managerial purposes, such as benchmarking, tracking, and perceptual mapping, each of which requires a scaling of objects other than respondents such as products, brands, retail stores, websites, firms, advertisements, or social media content. Scales that are developed without such objects in mind might not perform as expected. Finn and Kayande (2005) proposed a multivariate multiple objective random effects methodology (referred to here as M-MORE) could be used to identify construct dimensionality and select appropriate items for multiple objects of measurement. This chapter applies M-MORE to multivariate generalizability theory data collected to assess online retailer websites in the early 2000s to identify the dimensionality of and to select appropriate items for scaling website quality. The results are compared with those produced by traditional methods.

The object of this study is to formulate, establish and apply a suitable and reliable tool for measuring the course experience satisfaction of Master graduates. A questionnaire was formulated, based on similar tools, and adjusted to the reality of Hellenic Higher Education, in order to measure the satisfaction of graduates in three Master programmes in the area of health care management.

Master graduates of the study (n=162), 2003‐2007 admission years, filled in the questionnaire either electronically (web‐based) or by phone interview. The overall response rate was 50.6 per cent. In total, 37 statements were used for the measure of satisfaction while other questionnaire parts recorded the demographic, occupational and educational characteristics of the graduates.

Analysis revealed seven factors, listed as teaching, skills, assessment, feedback, social opportunities, facilities and organization of the course. Gender and first degree content do not affect the produced total satisfaction score. Married participants scored higher than those that are single in three factors and older participants scored higher than younger ones in two factors. The University of Crete's graduates scored higher than other graduates in two factors.

The paper is the first attempt to assess satisfaction, based on the grounds of quality, for Master programs in Hellenic State Universities. In this study are presented the first results and conclusions of the application of the developed questionnaire. Further results, relative to graduates' occupational status changes and professional development, are currently under investigation.