Centre for Marketing in Emerging Economies

Announces

Abstract Submission Deadline : October 31, 2013

Platinum Sponsor Knowledge Partner

Academic Associates

Business School Partners

The objectives of the Conference are:

To provide a platform where marketing practitioners and academicians share and discuss the contemporary marketing issues and

challenges in the changing consumer context in emerging economies.

To share scholarly research on emerging opportunities and threats in the changing market context in emerging economies. To analyze and understand the underlying behavioural changes among consumer communities leading to the emergence of more

demanding and savvy customers in emerging economies.

Prof. Jagdish Sheth

Prof. Naresh Malhotra

Prof. Arun K. Jain

Prof. V. Kumar

Prof. Amitava Chattopadhyay

Prof. Vithala R. Rao

Mr. Udo Wagner

Prof. Linda Price

Mr. Peter Mouncey

Ms. Phyllis Macfarlane

Prof. John Stanton Mr. Pradeep Kashyap Mr. Thomas Puliyel

Ms. Preeti Reddy

Mr. Mohan Krishnan Mr. Gerald Mahinda

The Conference is organized in fourteen tracks, carefully designed around the theme Listening to Consumer in Emerging Markets. You may organize your paper into one of the following tracks for the purpose of the Conference : 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. Understanding Consumer Buying Behavior by Listening to the Voice of the Customer Managing Consumer Relationships in Emerging Markets - Learning from Customers Understanding Cross-cultural Issues in the design and Implementation of Marketing Strategy Developing Winning Channel Strategy by Listening to Customers Using Voice of the Customer in Developing Digital Marketing Strategy Enhancing the Effectiveness of Marketing Communications through Customer Insights Developing Winning Personal Selling and Sales Management Strategy by Listening to the Customer Strengthening Company Products and Brands through the Voice of the Customers Marketing Research Methods and Tools to Capture the Voice of the Customers Retail Strategies to Attract Footballs in Highly Competitive Markets Increasing the Effectiveness of Services Marketing by Listening to Consumers Linking Technology, Product Innovation, and B2B Markets with Customer Voice Incorporating Voice of the Customer in Teaching Marketing Management Developing Successful Marketing Strategy on Emerging Issues in Marketing by Listening to the Voice of Consumers

Submission of the abstract need to be made in Microsoft Word format to the Conference Co-ordination Committee, not later than October 31, 2013. Authors will be notified of acceptance by November 21, 2013. Abstracts will be blind reviewed and only those abstracts approved by the reviewers will be selected. The electronic copy should be mailed to marconference@iiml.ac.in. Selection of papers for presentation will be based on the quality of extended abstracts which must include a clear indication of the purpose of research methodology, major results, implications, and key references. The author(s) should clearly mention under what track of the conference the abstract is to be included. The author(s) should strictly adhere to Author Guidelines.

Best Paper Award will be given to recognize the outstanding contribution in the field of marketing in emerging economies. The paper should clearly emphasize on the theme of the conference.

Selection of best conference papers will be published in regular/special issues of refereed journals including : International Journal of Market Research Marketing Intelligence and Planning Journal of Product & Brand Management Journals of Consumer Marketing Journal of Business-to-Business Marketing Asia Pacific Journal of Marketing and Logistrics Journal of Food Products Marketing Journal of International Food and Agribusiness Marketing Journal of Indian Business Research Metamorphosis

Date : Venue :

January 08 - 09, 2014 IIM Lucknow (Noida Campus)

The Pre-conference workshop will present interactive sessions by Prof. Jerry Olson, Prof. Russell Belk and Prof. Gliz Ger. Prof. Jerry Olson Prof. Russell Belk Prof. Gliz Ger Objectives of the Pre-Conference Workshop To elaborate on the importance of metaphor analysis and ethnographic study for listening to consumers To Introduce pathways through which participants can understand the art of using metaphor analysis and ethnographic study to listen consumers effectively To discuss the impetus and hurdles in doing metaphor analysis and ethnographic study To develop skills on how to use insights generated from metaphor analysis and ethnographic study into practice. Key Takeaways
Metaphor Workshop - Using metaphor to understand consumers' unconscious thoughts and feelings and leveraging metaphoric insights to guide marketing strategy: Lessons from 15 years of ZMET research Ethnography Workshop - The workshop will introduce the participants to the design and conduct of ethnographic research.

I.

The depth deficit in marketing and the central importance of understanding relevance (from consumers' perspectives) marketing

II. Key qualities of the unconscious mind and implications for III. Understanding metaphor at three levels of mind IV. Developing an ability to notice, understand and leverage
metaphors

V. In practice: Metaphor as research tool VI. In practice: Consumer insight as metaphor

In practice: Metaphor at the core of marketing strategy

I. Consumer Insights Introduction (with e.g., of Gillette Guard ethnography in India) II. Ethnographic Methods (Overview): a. Collecting rich and insightful data using a variety of methods b. Issues of methodological quality: steps to take to enhance the trustworthiness and dependability of a study c. Research design and sampling d. Employing ethical field practices III. Data collection methods a. Observation b. Netnography and other documents c. Focus Groups d. Depth Interviews e. Projective Methods f. Visual Methods IV. Analyzing and interpreting qualitative data

Who Should Attend Marketing, Branding and Consumer Insights Heads/Research Practitioners Academicians interested in consumer research Fellow/Ph.D. students of Management focusing on customer research

October 31, 2013 November 21 December 15