Conference on marketing held at IIML’s Noida campus

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fe Bureau: Jan 16 2012, 00:02 IST

An international marketing conference called “Shaping the future of Research in Marketing in Emerging Economies: Looking Ahead” was organised by IIM Lucknow at its Noida Campus from January 12-14. The conference was co-chaired by Prof Jagdish Sheth, co-founder, Academy of Indian Marketing, and professor of marketing, Emory University, Prof Arun Jain from the University of Buffalo, Prof Naresh Malhotra from the Nanyang Business School and Prof Satyabhusan Dash from IIM Lucknow. More than 300 participants from across the world, especially the BRICS nations, took part in the conference.

On day one, the doctoral colloquium was arranged. Prof Dash in his inaugural address emphasised that the emerging economies on the global capital map are challenging the existing theories of marketing and bringing a paradigm shift by shaping the future of research in marketing. Prof Malhotra and Prof Sheth discussed the importance of building strong theoretical base in marketing research. The doctoral students discussed about their proposed research ideas, in one-to-one panel discussion, with assigned mentors. The importance of academic research for practitioners was emphasised in the session conducted by IMRB.

On day two, Prof Sheth delivered the keynote address. The session on legends in marketing discussions was focused on what legacy the stalwarts of marketing are leaving for the future generation. The other plenary sessions on contemporary challenges and future prospects of marketing research, brand building challenges in emerging markets, issues in retailing and franchising in emerging economies found participation and appreciation from both academic and industry marketers. Later the researchers were given

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