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.
The track calls for submissions in various areas of marketing, including marketing theory, strategy, consumer behaviour and industrial marketing, international marketing, marketing research, marketing analytics, etc., with preferred focus on digital aspects of marketing and consumer behaviour.
This year the focus of the conference and Marketing track is centered (but not limited to) on opportunities and challenges for marketing during & after covid-19 era. We welcome contributions addressing the new reality for marketers, firms and consumers: How to build interaction? What matters? What are the new needs? How have the firms responded to crisis and what new solutions can we learned from? Both conceptual and empirical contributions are welcome, as well as short research notes – to reflect the most recent insights into current issues, practices and opportunities in the area of marketing.