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Introduction

Date: 26th – 28th April 2019 (Friday, Saturday and Sunday)

Conference venue: TA Pai Management Institute (TAPMI), Manipal (India)

Theme of the Conference: Marketing, Society, and Disruption

Marketing practitioners and scholars have shown profound interest in building customer value, developing innovative products, leveraging pricing tactics to match consumer demand, managing brands, developing and managing marketing channels, and various other activities which enable them to achieve sustainable competitive advantage. Of late, they have also started to understand the paramount importance of direct and indirect effects of marketing activities on society as a whole. Most of these effects have been captured through systematic research in domains such as corporate social responsibility, social and cause-related marketing, and sustainable marketing. On the other hand, newer trends and disruptive practices have also emerged in recent times that are shaping the direction of marketing. Some of these trends are:

(a) Connected knowledge economy

(b) Globalizing, converging, and consolidating industries

(c) Fragmenting and frictionless markets

(d) Empowered customers and consumers

(e) Adaptive organizations

(f) Digital/online marketing practices, and

(g) Use of big data and analytics to achieve consumer insights

This conference invites original research ideas and articles on best practices from academicians, doctoral scholars and practitioners related to our conference theme highlighted above. Interested participants are required to submit an extended abstract that addresses, but is not restricted to, the following areas:

1. Sustainability and social inclusion
2. Digital/online/interactive marketing/advertising
3. Marketing analytics and modelling
4. Disruptive practices in marketing
5. Consumer culture and psychology