Marketing as a discipline, area of studies and practical field – is being challenged by the trends and the context of emerging markets. The task of revising the theory, concepts and strategies of marketing is facing the need to address fundamental developments in the area that evolved over the last decades. Marketing researchers and professionals are learning to merge and integrate the knowledge from b2c and b2b markets, developed and emerging economies, traditional and digital marketing concepts and tools. While many of these trends happen to fast, there is an increasing need to recognize, evaluate and interpret the new approaches, opportunities and challenges for marketing research and practice. The track calls for submission in various areas of marketing, including marketing theory, strategy, consumer behaviour and industrial marketing, international marketing, marketing research, marketing analytics, etc.