Browse By Person: van Dessel, Maria
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Number of items: 9.
van Dessel, Maria & Patti, Charles (2011) Just give me the facts? literalism versus symbolism in B2B advertising. In Advice from the Top : The Expert Guide to B2B Marketing. Dog Ear Publishing, Colorado, USA, pp. 111-119.
van Dessel, Maria & Everett, James (2005) Using cases in a mixed learning environment : meeting the challenges of higher education reform. International Journal of Case Method Research and Application, 3, pp. 341-351.
van Dessel, Maria & Kelly, Louise (2011) Can we teach advertising students to think? Strategies to engage student thinking. In AAA 2011Asia-Pacific Conference, 8-10 June 2011, Brisbane, QLD.
van Dessel, Maria (2011) Measuring literalism and symbolism in advertisements : scale development and validation. In The Proceedings of the American Academy of Advertising (AAA) 2011 Asia-Pacific Conference, American Academy of Advertising (AAA) , Brisbane, QLD.
Patti, Charles & van Dessel, Maria (2008) Knowledge in advertising and B2B marketing communications : the search for the literature in a global environment. In The Global Marketing Conference, Academy of Marketing Science, 20-24 March 2008, Shanghai Jiao Tong University, Shanghai.
van Dessel, Maria (2008) Challenging mainstream survey research methods : an addition to the researcher's toolbox using a mixed-mode approach. In ANZMAC 2008, 1-3 December 2008, University of Western Sydney, Sydney.
van Dessel, Maria (2005) The ZMET Technique: A New Paradigm for Improving Marketing and Marketing Research. In Purchase, S (Ed.) ANZMAC 2005: Broadening the Boundaries: Conference Proceedings, 5 December - 7 December 2005, Australia, Western Australia, Fremantle.
van Dessel, Maria (2007) The role of alternative message strategies in advertising performance : challenges to the B2B marketing paradigm. In 2007 QUT Faculty of Business Research Student Colloquium, September 2007, Brisbane, QLD.
van Dessel, Maria Margarita (2010) The effectiveness of literalism-symbolism in business-to-business advertising. PhD thesis, Queensland University of Technology.