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Emerging Issues in Marketing Theory and Practice: Challenges and Prospects, Calcutta, 27-29 Dec 2010; Abstract Submission deadline extended to September 15, 2010

Abstract submission is now open! Submission Deadline extended to September 15, 2010.

IIM Calcutta, a leading Management Education Institute is hosting an International Conference in the month of December 2010. For more details and the full Call for papers document, please visit the Conference Website: www.iimcal.ac.in/marcon2010

First International Conference

On

Emerging Issues in Marketing Theory and Practice: Challenges and Prospects

Organized by

Indian Institute of Management Calcutta, INDIA

at IIM Calcutta, Kolkata, India

December 27 -29, 2010

Marketing is a dynamic process within the domain of business management. As a managerially relevant, science-focused endeavor, Marketing has undergone a radical transformation in its scope and boundaries in recent times. Although marketing as a process and as a function has largely stood the test of time, it also evolved in the last 100 years or so.

Marketing scholars have historically conducted research to determine how marketing affects and gets affected by the rapid developments happening in its internal and external environment. A significant body of knowledge has developed that looks into marketing’s impact on the corporate bottom line in different scenarios. It also examines the intricacies of the effects of marketing on consumer sovereignty, public health, economic growth, and other aspects of societal welfare. However, the large and growing amount of research concerning these issues has expanded in many different directions, becoming fragmented and diverse. The need today is to critically review and analyze what we know and where we are going, in order to assess what we have learnt, and what we still need to study.

Despite the recent developments in marketing, there is a pressing need today to critically assess marketing-as a function, discipline and process- in the continuously changing environment ,so that the discipline regains its place of prominence in the organizational and societal mainstream-in theory, as well as in practice.  

 

This conference is aimed at bringing together the thought leaders and practitioners, especially those from marketing and related streams to debate and discuss the emerging and relevant issues facing the theory and practise of marketing. It is our endeavour that by the end of this conference, we would have set an agenda for research and development for the new decade, in marketing thought and practice.  Befitting this context, the theme of the conference would be- Emerging Issues in Marketing Theory and Practice: Challenges and Prospects

The sub-themes are:

§  Issues in Consumer Behaviour in general and specifically during the recessionary and recovering markets. Its long term impact. Transition due to demographic changes, technological impact, and globalization

§  New Product Development and Marketing Challenges. Overall organizational effort in NPD process and inter-functional understanding for success.

§  Innovation in several domains such as technology, product, organizations, systems and process, administration and competitiveness; its Implications for marketing

§  Pricing decisions in the era of dynamic customer demand and bargaining power,  Pricing Strategy and Competition and Consumer Welfare

§  Sales force productivity and performance management, and designing compensation mechanisms – new tools, technology, issues related to implementation etc.

§  Forecasting – tools, techniques, organizational issues

§  Marketing Strategy and Firm’s performance – Linking marketing strategy to shareholder value. Deployment of multidimensional performance evaluation tools such as BSC

§  Technology and marketing effectiveness,  Interactive marketing tools and implications for firms

§  Marketing analytics: Use of tools, building infrastructure, competence and capability

§  Marketing decision support systems, Marketing information systems,

§  Branding Strategies and Impact on Consumers, Effect of Marketing Communication on Consumers and Brand

§  Distribution Channel Management: Multi-channel imperative and its Challenges and Prospects

§  Customer Relationship Management, technology, systems and processes, metrics, implementation,  CRM and organizational performance,  governance,

§  Promotion strategy and marketing performance

§  Marketing and Public Policy Issues

§  Marketing- Finance Interface, Marketing – Operations interface, Marketing-sales- customer service interface, Cross functional issues in Marketing

§  Changing Technological, Regulatory, Social and Ethical Environment and  Marketing Decision Making

These are just indicative themes are not necessarily restricted to the above list. Researchers are encouraged to submit proposals on issues associated with marketing in general and the broad theme of the conference in particular.