Ancient wisdom: Parables for modern marketing

Rajiv Vaidyanathan, S. S. Vaidyanathan

Research output: Contribution to journalArticlepeer-review

1 Scopus citations


Research in education has repeatedly shown the effectiveness of humor and stories in communicating important points to an audience. This article builds on theories of learning and brain hemispheric specialization to show how parables can be used to effectively communicate marketing concepts to students. Four marketing-relevant parables are presented.

Original languageEnglish (US)
Pages (from-to)26-36
Number of pages11
JournalJournal of Marketing Education
Issue number1
StatePublished - 1997


Dive into the research topics of 'Ancient wisdom: Parables for modern marketing'. Together they form a unique fingerprint.

Cite this