Essential Scholarly ExchangeAbstract
Who killed the intellectual creativity of the ANZMAC papers? In a world of academicthought espousing academic freedom, intellectual endeavour and the pursuit of new academicthought, the ANZMAC conference paper lies dying from near terminal wounds. Was there amurder? An accident? Or have old age and clogged reviewing arteries finally taken their toll?In 200 words, this dramatic summary of the Essential Scholarly Exchange attempts the best of academic practice and the worst of advertising excess. As the only printed item you'll readbefore the conference, this abstract must inform (the paper is critical of the ANZMACprocess), persuade (Please come to my session) and summarise the paper (Marketing theoryused. Paper lengths criticised). At best, the abstract attempts to convey the plot of essentialscholarly exchange in less words than a film review. At worst, it's 200 words summarising thecriticism that struggled to stay inside the perversely arbitrary page restriction. The papercovers issues of the impact of 5 page long papers on marketing in single line space, andwithin 2.5 centimetre boundaries. Proposals for reforming the ANZMAC paper process willbe suggested, and the word length exceed just before the paper gets to the interesting part.
In a world of publish or perish, this paper may give the author the notoriety of publishing andperishing in the same movement. The paper's nature is serious, the content important and thestyle sarcastic, academic and whimsical. The arguments raised debate the unspoken andagreed assumptions tied to the paper length and submission requirements for papers atANZMAC. In challenging these decisions, the author accepts the risks associated with suchcriticism, but feels the discourse is needed to "keep the system honest" (to paraphrase theDemocrats), and to at least speak some of the unspoken assumptions out loud.
ANZMAC: The Intellectual Playground or Serious Philosophers Club?
The annual Australian and New Zealand Marketing shindig has usually been the highpoint of the marketing academic's calendar. It caps off the conference season, and for many marketers(particularly those from my school), it represents a chance to catch up with colleagues (notseen since last ANZMAC), and finish the academic year in style, comfort and intellectualpursuit. With our teaching behind us (sparing those summer semester classes), and fivemonths of preparation from submission to presentation, ANZMAC has been a highlight of themarketing conference circuit.
I don't think you understand the seriousness of the situation, Mr Bond
Marketing is an intensely serious discipline. This is why we have an intensely seriousconference which does not permit the use of clever titles, plays on words, and exactly thesame techniques we teach in advertising. If Rust and Oliver (1994) complained about lifelessadvertising, they should be spared the lifeless promotion of ANZMAC articles.To quote the ANZMAC guidelines…"Authors should provide a title which comprises as few words as possible, in order toconvey the academic focus of the paper clearly. Authors should not attempt to create a“clever” title, such as a “play on words”, or use other irrelevant or trivial words in the