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Workshop on Development of a New Marketing Theory

31 Jan 2018, by Team IBA in Upcoming Events

Research Workshop on Development of a New Marketing Theory

Venue: Indus Business Academy, Bangalore

Date: 17th March, 2018

Marketing theory and practice has come a long way from production era to the digital and data era. Management teachers, students and practitioners make use of marketing theories developed in the western part of this world. Cut-throat competition, blue ocean strategy, marketing for not for profit organizations, SMEs marketing, 4Ps in marketing, and digital marketing etc. are the concepts which are taught and discussed at great length in several research conferences and research journals. The thoughts and learnings from Indian experiences in the field of marketing are yet to be compiled and shaped in to a new marketing theory.

The workshop’s theme is conceptualized to make an attempt to identify and uncover various home-grown marketing practices and thoughts to develop a new theory in the field of marketing from an Indian perspective.

The sub-themes identified under this theme are:

  • Sustainability and Marketing
  • Society and Marketing
  • Spiritual Dimension in Marketing
  • Marketing beyond Competition
  • Moon ocean thinking in Marketing
  • Swadeshi Dimension in Marketing
  • Learning from Indian Experiences

This list is not exhaustive and we are open to receive original research papers and case-studies relevant to the broad theme.

We look forward to invite thought leaders in the area of marketing to come and share their experiences to help us building this indigenous theory of marketing. We propose to organize this workshop to discuss these themes individually and then later developing and compiling papers on the themes discussed in December 2018 issue of our Journal.

This workshop could be attended by faculty in the area of marketing, research scholars, and corporate practitioners.

For more details click here for the Workshop brochure.



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