Marketing in the Era of Turbulence

Track Co-chairs:

 

 

Maria M. Smirnova
GSOM SPbU,
smirnova@gsom.spbu.ru

 

Marketing as a discipline, area of studies, and practical field is facing constant renewal related to the globalization and digitalization of businesses, ever-fragmenting consumer markets, and growing pressures of accountability. Currently marketing is under pressure as consumers – firms – society relationships take new forms and establish new forms of interaction. This focus on turbulence underpins a question on how many classic marketing concepts, approaches, strategies and constructs are applicable under these conditions? What should be re-considered and re-discovered?

The track calls for submissions in various areas of marketing, including marketing theory, strategy, consumer behaviour, industrial marketing, international marketing, marketing research, and marketing analytics, with a focus on contemporary developments.

Round table: Marketing in the Era of Turbulence (in Russian)

Moderator:

Maria M. Smirnova

St. Petersburg University, GSOM

Associate Professor, Director of the Center for Strategic Marketing and Innovations

smirnova@gsom.spbu.ru