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ENCG Agadir, April 19 & 20th, 2018

MARKETING: MUTATIONS AND CHANGES

The question of change has repeatedly been approached by various research papers, but none of

them measured its rapidity, weight or impact. Indeed, since the industrial revolution, the world has

undergone major transformations that have made it possible to reconfigure behaviors and needs.

Moreover, with the post-war and technological revolution, the level of evolution has taken a new

course both at ease of technology use and complexity of its processes. Nonetheless, this last decade

revealed that undergone changes have become faster to the point that one can hardly follow and

risks losing control. Thus, morals and attitudes are jostled on daily basis, which makes their

comprehension and apprehension more and more of a hustle.

Marketing researchers are confronted with new paradigms that require the deployment of new

tools to accompany said change. Specialists and marketing professionals are forced to adapt to

these new data in order to better understand consumers that are more than ever living in a virtual

reality.

New information technologies have a tremendous impact on consumer choice as demonstrated by

the important role of social networks in the development of e-commerce and the impact of

influencers on the purchasing decision.

Anxious to add its stone to the building, the 3rd Moroccan Marketing Association conference,

welcomes the various works to illustrate these new challenges marketing must face.

The Conference is intended to be transversal as it involves all disciplines and covers all subjects

related to this topic. It also aims to be a crossroad for experts, professionals, researchers, professors

and doctors to meet, exchange and debate Marketing mutations and changes.

The conference will host proposals for communication from experts, professionals, researchers

and professors as well as a doctoral workshop for newly enrolled students.

The official languages of the conference are English, Arabic and French.

CALENDAR

� January 31st, 2018 : Deadline for full texts submission.

� February 28th, 2018 : Committee feedback, Response to the accepted-papers authors.

� March 15th, 2018 : Deadline for final version of selected papers submission.

� March 20th, 2018 : Deadline for registration for the Conference.

� March 31st, 2018 : Announcement of the conference final program.

� April 19&20th, 2018 : 3rd MMA Conference - ENCG, Ibn Zohr University, Agadir.

PRIZES AND DISTINCTIONS

At this third MMA Conference, three prizes will be awarded:

• The Sphinx prize: Subscription to the Sphinx software for a three year period. This

prize, worth thirty thousand dirhams, will be awarded to the best paper written

according to the current academic standards.

• MMA Award: exemption of participation fees at the next three MMA conference

editions. This prize worth three thousand dirhams will be devoted to the best oral

communication presented.

• Award for the best marketing thesis produced in the Moroccan universities. This

prize worth ten thousand dirhams will cover the period of defense from January 1st,

2017 to February 1st, 2018.

Candidates must send an electronic version of their thesis before February 28th, 2018 and make

available to the organizers (April 19, 2018) a hard-copy of the thesis as well as a certified copy of

the doctoral degree.

PARTICIPATION METHOD

The final and complete version of the communication must be sent by January 31st, 2018 by e-

mail to all following addresses: congres@amm2018.com, ammcongres@gmail.com

All papers are to be sent as an electronic file (Word format for Windows.doc or .RTF).

REGISTRATION FEES

- 1500 DH (the equivalent of approximately 150 €) for professionals.

- 1200 DH (the equivalent of about 120 €) for teachers.

- 600 DH (the equivalent of about 60 €) for doctoral students.

These costs include participation in the conference activities, on-site catering (lunch and coffee breaks) and conference documentation.

PUBLISHING

The full texts of all accepted and presented papers at the conference with advanced research value, will be published, according to the theme, in one of the partner scientific magazines of the conference.

INSTRUCTIONS TO AUTHORS

• Papers must be submitted as follows (by January 31st, 2018):

• The first cover page must include the paper title, the name of the author(s), its function, its full

contact details (business and personal address, telephone, fax, e-mail).

• The second cover page will include the title, abstract and Keywords of the paper Both in French

(Arabic) and in English. Title/Abstract/Keywords must be provided in French (Arabic) first then

Title/Abstract/Keywords in English

• The text itself will start on page 3.

- Body of the text: Times New Roman / character 12

- Single spacing - 2.5 cm margins for each side

- Header and footer: 1.1 cm

- Titles: Arial 12 bold

- Footnotes: Times New Roman / Character 10

- Tables and figures are integrated in the text, numbered and each presented with a title.

- The document (text, tables, figures, appendixes and bibliographic references included)

must not exceed 20 pages.

• Following the article, will appear in turn:

- Any appendixes (methodological or otherwise) designated by A1, A2, A3, etc.

- References. These will follow the new academic standards of research. In the text,

reference citations will appear in parentheses with the name and date of publication, [eg

(KOTLER, 2000)].

• Bibliographical references will be presented in Times New Roman / character 12.

[Exemple : Gallopel K. (2000), Contributions affective et symbolique de la musique publicitaire :

une étude empirique, Recherche et Applications en Marketing, 15, 1, 3-19].

• Papers will be evaluated anonymously by two reviewers and the reply to authors will be given

before February 28th, 2018. Any changes may be requested from the authors. The final version

of the article must be, in this case, returned by the author before March 15th, 2018.

ORGANIZATION PRESIDENCY

� OMAR HALLI, PRESIDENT OF IBN ZOHR UNIVERSITY, AGADIR. � ABDELLATIF CHAKOR, PRESIDENT OF THE MOROCCAN ASSOCIATION OF

MARKETING. � ABDELAZIZ BENDOU DIRECTOR OF THE ENCG, IBN ZOHR UNIVERSITY, AGADIR.

STEERING COMMITTEE

� SOUAF MALIKA, PROFESSOR ENCG, IBN ZOHR UNIVERSITY, AGADIR. � CHAKOR ABDELLATIF, PROFESSOR FSJES, MOHAMED V UNIVERSITY, AGADIR. � ELWAZANI YOUSSEF, PROFESSOR ENCG, IBN ZOHR UNIVERSITY, AGADIR.

ORGANIZING COMMITTEE

� AKHLAFFOU MOHAMED (ENCG, IBN ZOHR UNIVERSITY, AGADIR). � AMAJID GHIZLANE (ENCG, IBN ZOHR UNIVERSITY, AGADIR). � AZDIMOUSA HASSAN (ENCG, IBN TOFAÏL UNIVERSITY, KÉNITRA). � BELFERZA KHADIJA (ENCG, IBN ZOHR UNIVERSITY, AGADIR). � BELAHSEN NOUREDDINE, (ABDELMALEK ESSAADI UNIVERSITY, TETOUAN). � BENNANI BOUCHRA (FSJES, UNIVERSITY HASSAN II MOHAMMEDIA -

CASABLANCA). � BOUCHOUAR OTHMANE (ENCG, IBN ZOHR UNIVERSITY, AGADIR). � BOUHADI HANANE (ENCG, IBN ZOHR UNIVERSITY, AGADIR). � EL BAKKOURI BOUCHRA (ENCG, IBN ZOHR UNIVERSITY, AGADIR). � GUINTAOUI MOHAMED (ENCG, IBN ZOHR UNIVERSITY, AGADIR). � HNAKA ZINEB (ENCG, IBN ZOHR UNIVERSITY, AGADIR). � LEBZAR BOUCHRA (ENCG, CADI AYYAD UNIVERSITY, MARRAKECH). � M'BARECK FATIMETOU (ENCG, IBN ZOHR UNIVERSITY, AGADIR). � MJIDILA BOUTHAINA (ENCG, IBN ZOHR UNIVERSITY, AGADIR). � MOUSSALIM SANAA (ISCAE, ISCAE GROUP, RABAT). � OUAHRAOUI FATIMA (ENCG, IBN ZOHR UNIVERSITY, AGADIR). � SNINI LAILA (ENCG, UNIVERSITY IBN ZOHR, AGADIR).

SCIENTIFIC COMMITTEE

- ABAKOUY MUSTAPHA, ABDELMALEK ESSAADI UNIVERSITY, TETOUAN, MOROCCO. - ACHABA ALLAL, IBN ZOHR UNIVERSITY, AGADIR, MOROCCO. - ADRDOUR AHMED, IBN ZOHR UNIVERSITY, AGADIR, MOROCCO. - AILLI SOUAD, MOULAY ISMAIL UNIVERSITY, MEKNES, MOROCCO. - ALAMI MEROUNI ASMAE, IBN ZOHR UNIVERSITY, AGADIR, MOROCCO. - ALAOUI LATIFA, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - ALCOUFFE CHRISTIANE, UNIVERSITY OF SOCIAL SCIENCES, TOULOUSE. - ALIOUAT BOUALEM, NICE UNIVERSITY SOPHIA ANTIPOLIS, FRANCE. - AMARA EL MOUKHTAR, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - AMINE ABDELMAJID, PARIS 12 UNIVERSITY, FRANCE. - AOMARI AMINA, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - ASSADI DJAMCHID, ESC DIJON GROUP, BURGUNDY, FRANCE. - ATTOUCH HICHAM, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - AZDIMOUSA HASSAN, IBN TOFAÏL UNIVERSITY, KENITRA, MOROCCO. - AZIZ SAIR, IBN ZOHR UNIVERSITY, AGADIR, MOROCCO. - AZOUAOUI HASSAN, IBN TOFAÏL UNIVERSITY, KENITRA, MOROCCO. - BAAKIL DRISS, HASSAN 1ST UNIVERSITY, SETTAT, MOROCCO. - BACHIRI MUSTAPHA, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - BAHOUSSA ABDELAZIZ, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - BELAHSEN NOUREDDINE, (ABDELMALEK ESSAADI UNIVERSITY, TETOUAN). - BELKASSEM AMAMOU, MOHAMMED 1st UNIVERSITY, OUJDA, MOROCCO. - BELLIHI EL HASSAN, IBN ZOHR UNIVERSITY, AGADIR, MOROCCO. - BELMAATI HICHAM, ABDELMALEK ESSAADI UNIVERSITY, TETOUAN, MOROCCO - BELMOUSS KHADIJA, MOULAY ISMAIL UNIVERSITY, MEKNES, MOROCCO - BENAVENT CHRISTOPHE, PARIS OUEST UNIVERSITY, FRANCE - BENDOU ABDELAZIZ, IBN ZOHR UNIVERSITY, AGADIR, MOROCCO. - BENMOUSSA MOHAMED, CADI AYYAD UNIVERSITY, MARRAKECH, MOROCCO. - BENNANI BOUCHRA, HASSAN II UNIVERSITY, CASABLANCA, MOROCCO. - BENRACHED-SAIED KAOUTHER, UNIVERSITY OF TUNIS EL MANAR, TUNISIA. - BENSASSI NOUR HABIBA, HASSAN 1ST UNIVERSITY, SETTAT, MOROCCO. - BENYOUSSEF HATIM, IBN TOFAÏL UNIVERSITY, KENITRA, MOROCCO. - BOUAZZA ABDELLATIF, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - CHAKOR ABDELLATIF, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - CHEMLAL MOHAMED, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - CHERIET FOUED, SUPAGRO, UNIVERSITY OF MONTPELLIER, FRANCE. - CHIADMI MERYEM, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - DEKHILI SIHEM, UNIVERSITY OF STRASBOURG, FRANCE. - DESMET PIERRE, UNIVERSITY OF PARIS-DAUPHINE, FRANCE. - EL ABBADI BOUCHRA, ABDELMALEK ESSAADI UNIVERSITY, TETOUAN, MOROCCO. - EL AIDOUNI ABDELWAFI, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - EL ALAMI DRISS, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - EL GAMIL REHAB AHMED MOHAMED, ALEXANDRIA UNIVERSITY, EGYPT. - EL GRAINI AMINA, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - EL HASSOUNI SOUMAYA, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - EL KANDOUSSI FATIMA, IBN ZOHR UNIVERSITY, AGADIR, MOROCCO. - EL KORAICHI MUSTAPHA, CHOUAIB DOUKKALI UNIVERSITY, EL JADIDA, MOROCCO. - ELMANSSOURI SOUAD, HASSAN II UNIVERSITY, CASABLANCA, MOROCCO. - EL MENZHI KAOUTAR, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - EL MOUJADDIDI NOUFISSA, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - EL WAZANI YOUSSEF, IBN ZOHR UNIVERSITY, AGADIR, MOROCCO. - FRIKHA AZZA, DE MANOUBA UNIVERSITY, TUNISIA.

- GHANNAM OUAFFA, ISCAE GROUP, CASABLANCA. - GHARBI ABDERRAZAK, UNIVERSITY OF TUNIS EL MANAR, TUNISIA. - GHARBI JAMELEDDINE, UNIVERSITY OF JENDOUBA, TUNISIA. - GRAR AHMED, CADI AYYAD UNIVERSITY, MARRAKECH, MOROCCO. - HAMIDI LALLA SAADIA, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - HAMRI MOHAMED HICHAM, IBN ZOHR UNIVERSITY, AGADIR, MOROCCO. - HASSAINATE MOHAMMED, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - HEMMI MOHAMMED, SIDI MOHAMMED BEN ABDELLAH UNIVERSITY, FEZ, MOROCCO. - HMIOUI AZIZ, SIDI MOHAMMED BEN ABDELLAH UNIVERSITY, FEZ, MOROCCO. - HNAKA ZINEB, IBN ZOHR UNIVERSITY, AGADIR, MOROCCO. - HOUSSAINI ABDELLAH, IBN TOFAÏL UNIVERSITY, KENITRA, MOROCCO. - IBENBBA BRAHIM, ABDELMALEK ESSAADI UNIVERSITY, TETOUAN, MOROCCO. - JAHIDI RACHID, HASSAN 1st UNIVERSITY, SETTAT, MOROCCO. - JALLAIS JOËL, UNIVERSITY OF RENNES 1, FRANCE. - JALLOULI RIM, UNIVERSITY OF MANOUBA, TUNISIA. - JAZI SALIMA, HASSAN 1st UNIVERSITY, SETTAT, MOROCCO. - LEMOINE JEAN FRANCOIS, PANTHEON SORBONNE UNIVERSITY, PARIS, FRANCE. - DECAUDIN JEAN MARC, UNIVERSITY OF TOULOUSE, FRANCE. - KARIM KHADDOUJ, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - KHANFOR ABDELKADER, IBN ZOHR UNIVERSITY, AGADIR, MOROCCO. - LAKHRIF KAMAL, IBN ZOHR UNIVERSITY, AGADIR, MOROCCO. - LANKAOUI LATIFA, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - LEBZAR BOUCHRA, CADI AYYAD UNIVERSITY, MARRAKECH, MOROCCO. - LEMOINE JEAN FRANÇOIS, PANTHEON SORBONNE UNIVERSITY, PARIS, FRANCE. - LIOUMOURI FARIDA, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - ELLENA CLAUDE, UNIVERSITY OF MONTPELLIER, FRANCE - LOUITRI ABDENBI, CADI AYYAD UNIVERSITY, MARRAKECH, MOROCCO - MAHBOUBI MOHAMED, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - MAKLOUL YOUSSEF, CADI AYYAD UNIVERSITY, MARRAKECH, MOROCCO - KHALBOUS SLIM, CARTHAGE UNIVERSITY, TUNISIA - MARSO SAIDA, ABDELMALEK ESSAADI UNIVERSITY, TETOUAN, MOROCCO - MATHIEU ANNE, UNIVERSITY OF SHERBROOKE, CANADA. - MSIYAH IMAD, RESEARCHER ON MANAGEMENT, RABAT, MOROCCO. - NADIR BOUCHRA, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - NATHALIE BETOURNE, OF LITTORAL COTE D'OPALE, FRANCE. - NIYA HAFIDA, HASSAN II UNIVERSITY, MOHAMMEDIA, MOROCCO. - OUAHI LHOUCEINE, CADI AYYAD UNIVERSITY, MARRAKECH, MOROCCO. - OUAHRAOUI FATIMA, IBN ZOHR UNIVERSITY, AGADIR, MOROCCO - PAILLER DANIELLE, UNIVERSITY OF NANTES, FRANCE. - PLAISENT MICHEL, UNIVERSITY OF MONTREAL, CANADA. - ROBINOT ELISABETH, UNIVERSITY OF SAVOIE, MONT-BLANC, FRANCE. - RODHAIN FLORENCE, UNIVERSITY OF MONTPELLIER, FRANCE. - SADIK YOUSSEF, MOHAMMED V UNIVERSITY, RABAT, MOROCCO. - SADIKI ABDELLATIF, HASSAN II UNIVERSITY, CASABLANCA, MOROCCO. - SIDMOU MOHAMMED LARBI, CADI AYYAD UNIVERSITY, MARRAKECH, MOROCCO - SKANDRANI HAMIDA, UNIVERSITY OF MANOUBA, TUNISIA. - SOUAF MALIKA, IBN ZOHR UNIVERSITY, AGADIR, MOROCCO. - SOUDI NADA, ISCAE GROUP, CASABLANCA, MOROCCO. - TOUZANI MOURAD, ROUEN BUSINESS SCHOOL, FRANCE. - TRIKI ABDELFATTAH, UNIVERSITY OF TUNIS, TUNISIA. - ZAIEM IMAD, CARTHAGE UNIVERSITY, TUNISIA. - ZIADI JAMAL EDDINE, UNIVERSITY OF TUNIS, TUNISIA.