Revisit: Winter AMA 2012
Final program available for the American Marketing Association Winter Educators' Conference, St. Petersburg, FL, 17-19 Feb 2012
Call for Papers
2012 AMA Winter Marketing Educators’ Conference
“Seeing Marketing Through Emerging Theoretical Lenses: A Focus on Marketing’s Organizational and Societal Roles”
February 17-19, 2012
St. Petersburg, Florida
Emory University, Atlanta
University of Georgia, Athens
Submission Deadline: July 25, 2011
Marketing has for decades promulgated the importance of a single minded focus on the customer as key to capturing value from the marketplace. The widespread adoption of this strategic principle has lead to competitive parity in terms of pay-offs. Firms have also been buffeted by changes in the marketplace in which they operate. These changes include the growth of social media and the increasing societal expectations of business to move beyond a shareholder focus to a broader societal focus. Calls to deliver to the triple bottom line have grown. Firms have begun to respond to this call by introducing product and service offerings and changing marketing practices to deliver social impact as well as profits with varying degrees of success. Consumer and societal perceptions of firm actions have covered the range from skepticism to cynicism to excitement aided and abetted by social media. Firms attempting to deliver social impact through multiple stakeholders have faced numerous organizational challenges. Metrics to measure social impact has begun to emerge along with methods to capture, interpret and understand multiple relevant stakeholder expectations. Consequently, the context that firms have to operate under calls for new theory, new research and new pedagogical methods in marketing. It is against this backdrop, that “Seeing Marketing Through Emerging Theoretical Lenses: A Focus on Marketing’s Organizational and Societal Roles” is the theme of the AMA 2012 Winter Marketing Educators’ Conference scheduled for February 17-19, 2012 in Tampa, Florida.
The final program is available at the URL listed below.
We hope to see you in St. Petersburg in February!