Business to Business Marketing

Business-to-business marketing encompasses many of the key challenges facing companies of all sizes in the increasingly competitive environment of the 21st century. Issues include attracting and retaining profitable business partners, relationship building, adding value to organisational processes, design and innovation, business solutions, industrial network planning and the optimisation of modern technologies. Submissions on the effects of digitalization within industrial and business relationship marketing processes are particularly encouraged. Examples include the effects of digitization on new and emerging forms of relationships and changes in job functions such as key account management. However, this track welcomes a broad spectrum of submissions that offer new perspectives and insights into any of these areas. Papers may be theoretical, empirical, case or models based in nature.

Track Chairs:

Sergio Biggemann (University of Otago)
Joona Keranen (RMIT University)

Consumer Behaviour

Sponsored by The University of Sydney Business School

This track examines how consumers evaluate, use, and respond to products, services, or ideas. We welcome submissions on a range of topics, including but not limited to: attitude formation and change, automatic processing, cognitive and affective determinants of behaviour, consumer-brand relationships, consumer choices and consumption behaviour, family and group decision processes, persuasion and messaging appeals, and pricing. Both empirical and conceptual submissions are welcome, but all submissions must have the potential to inform marketing theory and practice.

Track Chairs:

Sally Rao Hill (University of Adelaide)
Billy Sung (Curtin University)
Crystal Yap (Auckland University of Technology)

Consumer Culture Theory

The Consumer Culture Theory track invites submissions that examine consumption from a social and cultural point of view. We welcome research from a diverse array of research approaches, and methodological and theoretical orientations in investigating aspects of consumer culture phenomena including the dynamic relationships between consumer actions, the marketplace, and cultural meanings.

Track Chairs:

Toni Eagar (Australian National University
Marian Makkar (RMIT)

Crisis Communications in the Public Sector

Research in the area of crisis communications has primarily focused on the private sector, and researchers have conducted a considerable amount of research around restoring image and trust (Olsson, 2014). However, crisis communications in the public sector is also of great importance, and more work needs to be done in this area based on a recent review of the literature (Kuipers and Welsh, 2017). Topics could include Risk Communications, Impact of Crises on Stakeholder Relationships (Voters, media, political parties, etc.), Communications During Crises, Crisis Communications and Social Media, Rumour crises and fake news, Measuring Crisis Impact, and Organizational Learning & Crises.

A Special Issue of the Journal of Nonprofit and Public Sector Marketing is linked to the track, and below is more information.

Track Chairs:

Dan Laufer (Victoria University of Wellington)
Sabine Einwiller (University of Vienna)

Digital Marketing and Social Media

Digital and Social Media Technology has infiltrated every area of marketing, from marketing communications through to marketing research, in every industry sector. As such, this track invites papers on a wide range of related issues. We welcome papers utilising a wide range of methodologies, including Netnography, Big Data Analytics, Click-Stream Modelling, and more traditional approaches. What every paper will have in common is a discussion on the disruptive impact of technology on consumer behaviour, and/or marketing strategy and tactics. Examples of disruptive technologies include: AI, Social Media, Mobile, Augmented and Virtual Reality, Neuromarketing, the Internet of Things, and many others.

A Special Issue with the Australasian Marketing Journal is linked to this track. Click on the link below for further information.

Track Chairs:

Jan Kietzmann (University of Victoria, Canada)
Patrick van Esch (Auckland University of Technology)

International Marketing

This track invites papers that address issues relevant to international marketing management and the cross-cultural/national and “glocal” aspects of marketing. Papers focusing on drivers and performance outcomes of international marketing strategies in export marketing and international business, and papers examining these issues within the context of a firm’s international operations are particularly encouraged. Topics could include international marketing strategy, international branding (including country of origin, product stereotypes), international customer relationship management, international advertising practices, cross-cultural consumer behaviour, emerging and frontiers markets, as well as other topics that have international marketing implications or a distinct comparative perspective across markets and cultures.

Track Chairs:

Ravi Pappu (The University of Queensland)

Macromarketing / Marketing & Public Policy

Macromarketing examines issues at the nexus of marketing and society, such as, the formation, growth and evolution of markets/marketing systems, externalities and spill-over effects, historical perspectives of marketing, stakeholder well-being, ethics, equality and justice, vulnerable consumers, socio-economic development and quality-of-life. Macromarketers are attentive to important societal problems, how society is affected by marketing and how society influences the conduct of marketing. This entails a consideration of both the opportunities and shortcomings of marketing, whether intended or unintended. The interests of public policy scholars nicely dovetail those of macromarketers. In addition, marketing and public policy scholars examine the role of marketing and its relation to policy decisions and regulatory actions.

Track Chairs:

Ann-Marie Kennedy (University of Canterbury)
Djavlonbek Kadirov (Victoria University of Wellington)

Marketing Analytics, Methods and Modelling

This track invites methodological and analytics papers dealing with academic and practice-oriented marketing research and modelling. The track is open to both qualitative and quantitative approaches as well as traditional and new data sources. Topics may range from those that examine the theoretical and managerial value of research information to data collection, data base management, instrument development and testing, qualitative methods, quantitative and analytic methods for measurement, and model testing.

Track Chairs:

Jungkeun Kim (Auckland University of Technology)
Malcolm Wright (Massey University)

Marketing Communications

Marketing communications aim to stimulate demand or behaviour change via the creation of awareness and preferences for market offerings or ideas. Marketing communications and advertising tools can be directed at buyers, users, distributors, employees, and others in order to achieve a variety of communication and marketing performance objectives. Sales promotion, one tool of marketing communications, involves the use of incentive- oriented tools to stimulate sales such as price promotions, contests, loyalty programs, dealer incentives, cooperative promotions, and point of sale promotions. This track particularly invites papers that investigate innovative theories and practices in marketing communications and advertising, and performance evaluation.

Track Chairs:

Sommer Kapitan (Auckland University of Technology)
David Waller (University of Technology Sydney)

Marketing Education

In times of changes (e.g., growth in global job opportunities, variations in government policies on education, technological disruptions, industry concerns on student employability) students increasingly demand learning experiences that are resource effective yet rewarding and impactful. This requires marketing educators to adapt and innovate the learning journey with students, industry partners, and peers. Papers submitted to this track may include topics related to the education of the next generation of marketers, including, but not limited to: flipped classroom, learning co-creation, learner engagement, work integrated learning, e-learning, peer-to-peer learning, the impact of social media, and the global context of marketing education.

Track Chairs:

Frank Alpert (The University of Queensland)
Paul Chad (University of Wollongong)

Retailing and Distribution

Product and service assortments and their availability levels should meet the needs of customers in the target market. Retailing involves providing goods and services to final consumers, while distribution involves the creation of product and service availability through marketing channels. This track will consider all traditional and innovative aspects of retailing and distribution including retail assortment management, retail store location and design, retail operations and retail customer support services, shopper behaviour, store branding, experiential retailing and store atmospherics, multichannel retailing, e-retailing, and ethics and corporate social responsibility issues related to retailing. This track will also consider papers on channel design and managing relationships with channel participants.

Track Chairs:

Jonathan Elms (Massey University)
Daniela Spanjaard (Western Sydney University)

Services Marketing

sponsored by Macquarie University Sydney

Services are an integral part of the global economy and tend to contribute to a significant degree to the GDP in countries worldwide. This track seeks submissions related to services and services marketing topics. Manuscripts may be conceptual or empirical in nature and may use diverse methodological approaches. Topics appropriate for this track could include, but are not limited to, customer co-creation of value, the role of technology in service settings, service design in service encounters, customer/frontline employee interactions, transformative service research and service innovations. This track also seeks submissions related to the growing health services and well-being marketing domain.

There is a Special Issue connected to this track at the following journal: Journal of Service Theory and Practice. For information regarding the special issue please contact the track chairs.

Track Chairs:

Jörg Finsterwalder (University of Canterbury)
Carolin Plewa (University of Adelaide)

Social Marketing

Social Marketing seeks to achieve positive social change. For social marketers impact is real and can be communicated as soon as successful projects are in the field. When delivered well social marketing benefits individuals, their families and communities, and can deliver social and economic value to the wider community. This track seeks submissions using a wide array of approaches and methodologies, which showcase this discipline’s ability to bring about social good.

Track Chairs:

Jayne Krisjanous (Victoria University of Wellington)
Janet Davey (Victoria University of Wellington)

Strategic Marketing and Branding

sponsored by Macquarie University Sydney

This track invites conceptual and empirical papers on contemporary issues in both strategic marketing and branding. Topics include but are not limited to strategic marketing initiatives that are aimed at gaining competitive advantage, such as new product and service development, forms of learning capabilities that will facilitate market initiatives, and entrepreneurial marketing strategies that will enable resource-constrained firms to outperform their competitors. Branding will cover issues such as; brand experience, consumer-brand relationships, brand authenticity, brand extensions, and the impact of globalisation and technology on branding strategy and practice.

There is a Special Issue connected to this track with the Journal of Strategic Marketing. For further information regarding the special issue please contact the track chairs.

Track Chairs:

Leyland Pitt (Simon Fraser University, Canada)
Riza Casidy (Macquarie University)

Sustainability and the Winds of Change

sponsored by the university of otago

The world is in a constant and increasing state of flux. The direction and magnitude of change is both disturbing (e.g., global warming, the threat of terrorism) and encouraging, (e.g., medical breakthroughs, technological advancements, greater cultural diversification and acceptance). We know that environmental, political, social and technological change is inevitable and unrelenting, and unanticipated change will also occur. Yet how can we speak of change without speaking of critical issues which should be a part of our ongoing conversation: sustainability and over-consumption? As academics, and the ANZMAC community, we must ask ourselves if we are perpetuating a system which is not sustainable? Are we contributing to conversations which are part of the problem, rather than working with business and consumers to find a solution? We therefore invite research into this theme, which addresses change, which pushes the boundaries and considers marketing in disruptive and uncertain times, which challenges us to propose a future for Marketing which is part of the solution. We look forward to this conversation.

Track Chairs:

Val Hooper (Victoria University of Wellington)
James Richard (Victoria University of Wellington)