Final Conference Brochure

8/13/2019 Final Conference Brochure

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Centre for Marketing in Emerging Economies

Announces

Abstract Submission Deadline : October 31, 2013Knowledge PartnerPlatinum Sponsor

Business School Partners

Academic Associates



The objectives of the Conference are:

To provide a platform where marketing practitioners and academicians share and discuss the contemporary marketing issues and

challenges in the changing consumer context in emerging economies.

To share scholarly research on emerging opportunities and threats in the changing market context in emerging economies.

To analyze and understand the underlying behavioural changes among consumer communities leading to the emergence of moredemanding and savvy customers in emerging economies.

The Conference is organized in fourteen tracks, carefully designed around the theme “Listening to Consumer in Emerging Markets”.

You may organize your paper into one of the following tracks for the purpose of the Conference :

1. Understanding Consumer Buying Behavior by Listening to the Voice of the Customer

2. Managing Consumer Relationships in Emerging Markets - Learning from Customers

3. Understanding Cross-cultural Issues in the design and Implementation of Marketing Strategy

4. Developing Winning Channel Strategy by Listening to Customers

5. Using Voice of the Customer in Developing Digital Marketing Strategy

6. Enhancing the Effectiveness of Marketing Communications through Customer Insights

7. Developing Winning Personal Selling and Sales Management Strategy by Listening to the Customer

8. Strengthening Company Products and Brands through the Voice of the Customers

9. Marketing Research Methods and Tools to Capture the Voice of the Customers10. Retail Strategies to Attract Footballs in Highly Competitive Markets

11. Increasing the Effectiveness of Services Marketing by Listening to Consumers

12. Linking Technology, Product Innovation, and B2B Markets with Customer Voice

13. Incorporating Voice of the Customer in Teaching Marketing Management

14. Developing Successful Marketing Strategy on Emerging Issues in Marketing by Listening to the Voice of Consumers

Prof. Arun K. Jain Prof. Vithala R. RaoProf. V. Kumar Prof. AmitavaChattopadhyay

Mr. Pradeep Kashyap

Prof. Linda Price

Ms. Phyllis Macfarlane Prof. John Stanton

Mr. Udo Wagner

Mr. Thomas Puliyel Mr. Gerald MahindaMr. Mohan KrishnanMs. Preeti Reddy

Prof. Jagdish Sheth Prof. Naresh Malhotra

Mr. Peter Mouncey



Submission of the abstract need to be made in Microsoft Word format to the Conference Co-ordination Committee, not later than

October 31, 2013. Authors will be notified of acceptance by November 21, 2013. Abstracts will be blind reviewed and only those

abstracts approved by the reviewers will be selected. The electronic copy should be mailed to [email protected]. Selection of

papers for presentation will be based on the quality of extended abstracts which must include a clear indication of the purpose of

research methodology, major results, implications, and key references. The author(s) should clearly mention under what track of the

conference the abstract is to be included. The author(s) should strictly adhere to Author Guidelines.

Best Paper Award will be given to recognize the outstanding contribution in the field of marketing in emerging economies. The paper

should clearly emphasize on the theme of the conference.

Selection of best conference papers will be published in regular/special issues of refereed journals including :

International Journal of Market Research

Marketing Intelligence and Planning

Journal of Product Brand Management

Journals of Consumer MarketingJournal of Business-to-Business Marketing

Asia Pacific Journal of Marketing and Logistrics

Journal of Food Products Marketing

Journal of International Food and Agribusiness Marketing

Journal of Indian Business ResearchMetamorphosis

Date : January 08 - 09, 2014

Venue : IIM Lucknow (Noida Campus)

The Pre-conference workshop will present interactivesessions by Prof. Jerry Olson, Prof. Russell Belk and

Prof. Güliz Ger.

To elaborate on the importance of metaphor analysis and ethnographic study for listening to consumers To Introduce pathways through which participants can understand the art of using metaphor analysis and ethnographic study

to listen consumers effectively To discuss the impetus and hurdles in doing metaphor analysis and ethnographic study To develop skills on how to use insights generated from metaphor analysis and ethnographic study into practice.

Key Takeaways

Who Should Attend Marketing, Branding and Consumer Insights Heads/Research Practitioners Academicians interested in consumer research Fellow/Ph.D. students of Management focusing on customer research

Objectives of the Pre Conference Workshop

Prof. Jerry Olson Prof. Russell Belk Prof. Güliz Ger

Metaphor Workshop - Using metaphor to understand consumers'unconscious thoughts and feelings and leveraging metaphoricinsights to guide marketing strategy: Lessons from 15 years ofZMET research

Ethnography Workshop - The workshop will introduce theparticipants to the design and conduct of ethnographic research.

I.The depth deficit in marketing and the central importance of

understanding relevance (from consumers' perspectives)

II. Key qualities of the unconscious mind and implications for

marketing

III. Understanding metaphor … at three levels of mind

IV. Developing an ability to notice, understand and leverage

metaphors

V. In practice: Metaphor as research tool

VI. In practice: Consumer insight as metaphor

In practice: Metaphor at the core of marketing strategy

I. Consumer Insights Introduction (with e.g., of Gillette Guardethnography in India)

II. Ethnographic Methods (Overview):a. Collecting rich and insightful data using a variety of methodsb. Issues of methodological “quality”: steps to take to enhance

the trustworthiness and dependability of a studyc. Research design and samplingd. Employing ethical field practices

III. Data collection methodsa. Observationb. Netnography and other documentsc. Focus Groupsd. Depth Interviewse. Projective Methodsf. Visual Methods

IV. Analyzing and interpreting qualitative data



Documents

Final Conference Brochure