Abstract
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 language | English (US) |
|---|---|
| Pages (from-to) | 26-36 |
| Number of pages | 11 |
| Journal | Journal of Marketing Education |
| Volume | 19 |
| Issue number | 1 |
| DOIs | |
| State | Published - 1997 |
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