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Tracks for Competitive Papers and Special Session Proposals

This year’s conference features eleven broadly defined tracks. There is a separate track for SIG special sessions and papers. .

1. Consumer Behavior
2. Global Marketing
3. Corporate Affairs, Social Responsibility, and Sustainability
4. Brand Marketing and Communication
5. Marketing Education
6. Marketing Research and Metrics
7. Marketing Strategy
8. Sales, Customer Relationship Management and Business to Business
9. Services, Service Science, and Retailing
10. Marketing and Technology
11. SIGnificant Advances among Special Interest

1. Consumer Behavior

This track invites papers and special session proposals that emphasize research reflecting a wide range of theories and methodological approaches on both traditionally important issues and emerging issues in consumer behavior. Topics may include, but are not limited to: consumer judgment and decision making; consumer responses to persuasion attempts; consumer knowledge; behavioral aspects of pricing; transformative consumer research; information processing; alternative evaluation; framing and post-purchase evaluation; social, situational, and cultural influences on consumer behavior; and post modern approaches to consumer behavior and conspicuous consumption. The application and extension of existing theories from related disciplines, as well as newly developed theories at the conceptual development stage, are encouraged.

2. Global Marketing

This track invites papers and special session proposals that address a variety of global marketing issues. Papers and special session proposals may be conceptual or empirical in nature and may use diverse methodological approaches. Topics appropriate for this track may include, but are not limited to: global competitive strategy, market assessment and entry decisions, adaptation and standardization of global marketing programs, global market segmentation, global branding, product innovation management across markets, global pricing, global supply chain management, export and import marketing issues, sales management issues in global marketing, marketing topics relating to transitional and emerging economies, information technology and global marketing, international alliances in marketing, and general cross-cultural marketing issues.

3. Corporate Affairs, Social Responsibility, and Sustainability

This track focuses on the broader domain of marketing and society—especially the issues of corporate affairs, social responsibility, and sustainability. Specific topics within each of these areas may include, but are not limited to: corporate affairs (media relations, government relations, shareholder relations, philanthropy, policy, and crisis management), social responsibility (CSR, stakeholder management, social alliances, marketing ethics, consumer welfare and protection, social marketing), and sustainability (sustainable marketing practices, environmental protection, green marketing, economic development, policy, consumer response). The track also welcomes topics related to marketing and public policy. In keeping with the conference theme, “Marketing 2010: Strategies and Solutions for a Tumultuous Economy,” papers that explore and offer solutions for marketing and society issues most critical in the contemporary environment are especially encouraged. Papers and special session proposals that are conceptual or empirical in nature using diverse methodological approaches are invited.

4. Brand Marketing and Communication

This track invites papers and special session proposals that provide insight into current and emerging issues in brand marketing and communications. Branding and brand communications are more important than ever with global competition, recessionary times and increasing erosion in customers’ attention. This track is open to papers and special sessions examining conventional branding problems, as well as those arising in online environments; in traditional packaged goods settings but also in the context of service providers', retailers', and industrial brands; in developing economies; and in not-for-profit contexts. We welcome special sessions on the following emerging issues: How does social media and non-traditional marketing transform consumer-brand relationships and the role of the brand manager? What is the impact of brands given the increasing importance of corporate social responsibility? How can brand managers manage consumer-brand relationships and strengthen their emotional connection with consumers? What is the impact of brands and brand strategies on firm value and product-marketplace performance? Also welcomed are papers and special sessions in related areas such as reputation management, promotions, and public relations.

5. Marketing Education

This track seeks papers and special session proposals that focus on teaching marketing metrics and analytics. We encourage submissions and proposals for session that focus on these themes:

1. Courses, sessions and techniques for teaching marketing metrics
2. Web-based marketing exercises and simulations,
3. The use of data for teaching marketing mix analytics
4. The use of technology in the classroom
5. Online, asynchronous teaching techniques

http://www.youtube.com/watch?v=9NZOt6BkhUg

for more details on this technique. Suggestions for special sessions on teaching marketing in the age of analytics are also welcome.

6. Marketing Research and Metrics

This track seeks papers and special session proposals that provide innovative methods or measures, or enhancement of existing methods or measures, in the areas of marketing research and data analysis. Papers should aim to advance the state of the art of marketing research methodology and/or demonstrate the contribution of marketing research to addressing substantive marketing issues, particularly issues at the firm level. Topics may include, but are not limited to, methods of analyzing or presenting marketing data, imputation of missing data, measurement methods for marketing, marketing information systems and the use of information within organizations, primary or secondary data collection via the Internet, mathematical models of marketing phenomena, normative marketing decision models, marketing research across cultural and national boundaries, and metrics linking marketing to the value of the firm. Conceptual, empirical, analytical, simulation-based, and qualitative research approaches are welcome.

7. Marketing Strategy

This track welcomes papers and special session proposals that cover a broad range of marketing strategy topics. Potential topics include, but are not limited to: linking marketing actions and assets (i.e., brands, customers etc.,) to metrics that matter to senior management, leveraging market information to identify, develop and exploit opportunities for profitable growth in challenging economic conditions, developing marketing capabilities and organizational structures to deliver a compelling value proposition to a multi stakeholder environment, marketing strategy development and implementation, forces in the competitive environment, acquisitions and alliances, strategic/cultural orientation in innovating new business models, processes, products, and customer engagement strategies, marketing strategies and resource allocation decisions necessary to compete in the new social media environment, forces and trends affecting the present and future of marketing strategy, or any other topic that considers marketing variables that influence firm performance. Papers and special sessions that emphasize the conference theme are most welcome. Also, papers focusing on relevant practitioner concerns characterized by a dearth of academic research, emerging and evolving issues that might eventually have an impact on the marketing strategy domain, and new theories that might potentially help inform these issues are also welcome.

8. Sales, Customer Relationship Management and Business to Business

The challenges that organizations face are constantly changing. Subsequently, organizations have had to focus upon the management of relationships and partnering (both internally and externally) to aid in strategic development and implementation to effectively meet such challenges. Such challenges stem from the difficult economy, the evolution of the purchasing function, globalization, and greater focus on supply chain/value chain management. This track welcomes papers on topics related to these challenges. In particular, we welcome papers that consider the following topics: how the sales force creates and delivers value to customers, knowledge-based selling, sales force strategy, internationalization of the sales force, managing cross-functional selling teams, internal selling, knowledge transfer among salespeople, the impact of technology on performance, sales forecasting models/methods, and managing salespeople for high-performance. This track also invites papers and special session proposals focusing on a wide variety of theory, practice, and methods relevant to B2B marketing. We strongly encourage works related to newly emerging theory and topics as well as applications and extensions of existing theory and traditionally important topics. Topics that might spur interest may include but are not limited to business buyer behavior, B2B account management, B2B branding, unique challenges of integrated marketing for business markets, demand and supply integration, and globalization issues in B2B marketing that may include organizational, national and regional culture, contractual arrangement, pricing, and language issues. Theoretic/framework bases can certainly include traditional areas such as governance mechanisms, TCA, and buying center decision-making, but can go beyond traditional themes and extend toward social psychology, sociology, and anthropology. Rigorous qualitative, quantitative, and mixed method approaches are all of interest.

9. Services, Service Science, and Retailing

Services marketing has played a major role in shaping research in marketing and the science of service over the last 30 years, starting with the AMA’s early services conferences and MSI’s support of seminal work on service quality in the early 1980s. During this 30-year time span, the unabated growth of services has continued and the interest in service research has never been higher. Interest is exploding globally and across disciplines. Thus, it is an exciting time to be involved in services marketing and for our discipline to again provide leadership to the developing interdisciplinary work in science of service. This track invites papers and special session proposals that address a broad range of ongoing and emerging, global and interdisciplinary issues in the domains of services marketing, service science, and retailing. For services marketing and service science, topics of interest include, but are not limited to the service experience, service transformation of manufacturing and product-based companies, customer relationships, co-production and co-creation, transformative service research, services branding, service design, service alliances/networks, e-services, service quality, service failure and recovery, service innovation, service productivity, service operations, service and technology, and modeling service phenomena. For retailing, topics of interest include loyalty programs, multi-channel retailing, intangible retail assets, emerging technologies for multi-channel integration, and the role of retail environments.

10. Marketing and Technology

The Marketing and Technology track invites papers that explore topics at the intersection of marketing and technology. By this we intend a fairly broad set of subjects encompassing both the marketing of technology on the one hand, and marketing with technology on the other. Technology is broadly defined and is device-independent. This track welcomes provocative, insightful and timely work in topics such as: 1) the interplay of marketing strategy and technology, 2) the relationship between marketing and innovation, 3) electronic services, 4) interactive media and advertising including Web 2.0, 5) e-tailing and multichannel retailing, 6) international aspects of technology and innovation 7) click stream or Web log data modeling, 8) sales force automation, 9) online survey methodology and 10) legal and ethical aspects of technology.

11. SIGnificant Advances among Special Interests

At the 2011 Winter Educators’ Conference, two premium time periods (usually 7 or 8 session slots per time period) are reserved for SIG programming that will serve the interests of their members. These slots are available for programming such as special topic sessions, guest speakers, panels, or other such purposes. SIG proposals, like other special session proposals, should describe clearly the programming planned and its benefit to members. If the SIG has a preference for a morning slot or last-session-of-the-day slot, please include this in your proposal. Such preferences will be considered on a first-come, first-served basis. Proposals for SIG sessions must emanate directly from the leadership of the individual SIGs (i.e., SIG Chair, Vice-Chair for Programs, etc.). Note that these slots are not for SIG Business Meetings – arrangements for these will still need to be coordinated with Lynn Brown Reyes at AMA (lreyes@ama.org).