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Marketing Week 2008 – Academic Underground
Adelaide, South Australia, August 26-29, 2008

Revolutionary market conditions call for revolutionary marketing thinking
Marketing Week 2008 calls for submissions addressing the above topic.

A number of academic papers have tried to plot the historical emergence of the marketing construct. These papers challenge the marketing periodisation described in modern day text books that describe marketing as a post second world war, predominantly North American concept. Enright (2002) provides substantial evidence to challenge this idea, particularly citing a substantial history of marketing written in 1938.

In this argument, Enright noted that the tracking of the emergence of marketing (with a number of papers covering a span of almost 2000 years) was made difficult as the understanding of marketing as a construct changed over time. Indeed, activity attributed as marketing in the 1930s may not have been considered legitimate marketing activities in later histories.

This is a significant realisation – that marketing philosophy and practice changes over time in response to changes in the economic environment and society in general. In essence, marketing has been evolving, in theory and practice, over the course of, at least, the last 2000 years. However some events of the past, such as the industrial revolution and the post second world war consumer boom, have caused periods of accelerated change.

At Marketing Week 2008, it will be argued that circumstances over the past 10 years have lead to a revolutionary change in marketing thinking and practice. Our economy is no longer dominated by tangible products but rather services including information and communications services unimaginable 20 years ago. The brand (as argued by Jesper Kunde and demonstrated by Virgin) has become removed from the domain of the product and has become conceptual in substance. Media consumption has proliferated and fragmented with online environments driving multi media multi tasking. Computer technology has provided opportunities for mass personalisation and extensive competitive intelligence. The world has globalised whilst the traditional family unit has disintegrated.

Now more than ever, we need dialogue between academic and practitioner communities to keep abreast of the changing world of marketing.

Submissions are invited from both academics and practitioners regarding how radical changes in the market encourage radical changes in how we think and practice marketing. Topics may include but are not limited to:

• Targeted versus mass marketing
• Buyer choice behaviour and measuring consumer preference
• Innovative approaches to market research
• Customer relationship management
• The cultural challenges of globalisation
• Serving the entire customer pyramid
• Integrating marketing and the supply chain
• Environmental challenges to marketers
• The marketing management of services
• Managing price in the interactive economy
• Distribution (Supply Chain) in a carbon conscious world
• Modern media strategy
• Viral marketing and online communities
• Service dominant logic
• Consumer co-creation (of products, brands and media)
• Marketing ethics (The interface between Marketing and Corporate Social Responsibility)
• Business marketing as an extended network
• Marketing challenges of offshore production
• Coordination of marketing processes across organizational functions (e.g. Marketing and engineering, Marketing and supply chain, marketing and design, etc)
• Management of innovation in a “short lifecycle” world

Submissions should take the form of 2 page abstracts, of sufficient substance to sustain a 30 minute session of presentation and discussion. Content should be suited to an audience of deep thinking practitioners and academics and may arise from empirical work, literature review or from other deep analysis.

Please send your abstract to cullen.habel@adelaide.edu.au no later than June 30, 2008. Presenting authors will be notified of acceptance within two weeks of submission by July 20 at the latest, at which time the presentation dates and times will begin to be allocated. Other enquiries are also welcome.

Please use the following format for abstracts:

p. 1: Title, author(s), affiliation(s), email addresses, full contact information for the primary presenter.

p. 2-3: Abstract, clearly indicating the contribution of the presentation, the approach, any (initial) results, conclusions.

Fontsize 12, Times New Roman, 1 inch (2.5 cm) margins, double spaced.

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