As firms gather increasing amounts of data, the question of how future marketers can use these data to make their marketing more relevant and to make a strategic difference remains. However, students may feel uncomfortable about information systems and database technology, which they may perceive as complex and dry. This case describes how the…

Reports on a study designed to provide a profile of the learning styles of members of the American Chemical Society. Indicates that chemists tend to be more alike than different in their approach to learning. Suggests that chemists tend to be convergers preferring active experimentation more than reflective observation. (TW)

Describes the learning style inventory and learning cycle developed by David Kolb. Discusses the learning cycle's four stages as concrete experience, reflective observation, abstract conceptualization, and active experimentation. Offers an example from a chemical engineering class in which Kolb's ideas are used in an effort to improve instruction.…