CALL FOR PAPERS
The definition of
marketing has not changed with times but the activities that encompass this
function have. Defined in an era of shortages and a seller dominated world this
functional area has probably witnessed some of the rapid changes. In some cases
the changes went unnoticed. With little/ isolated efforts in research to
capture this changing phenomenon the field today is in need of a new paradigm -
a role change. The call for redefining this function has never been
greater. Academia, we believe, has to
take the lead in triggering some thought provoking research useful to industry
and add to the body of knowledge.
In view of these
changing times, Dhruva College of Management is planning for a Two Day National
Conference on the Emerging Paradigms in Marketing. The conference will be an
ideal platform for academicians to engage themselves and share their research
with other members of the academic community and industry.
Some broad themes
which have been planned are given below.
I. Emerging changes
in Customer Relationship Management
ii. Emerging changes
in Pricing innovations and customer value capture.
iii. Emerging changes
in Marketing Communication and advertising.
iv. Emerging changes
in Market Segmentation
v. The Call of the
Village – Rural Urban divide and its challenges Top
Technical Sessions
1. Customer
Relationship Management
This technical
session seeks research papers in the ways companies are customizing and
operationalizing their customer relationship strategies. Papers could be
theoretical or empirical conducted in the areas of services, FMCG, consumer
durables and other related areas. The
papers can cover a range from managing customer relationships, leveraging
technology and using customer insights at ensuring long term customer
relationships.
Sub themes
a. Technology as an enabler in CRM
b. Leveraging customer information
c. CRM in services
d. Customer acquisition and retention
2. Pricing Innovation for customer value
Companies are
continuously working in delivering better products at different price points.
No customer segment is left untouched.
How can companies keep the momentum in the face of a competitive
assault? Answers to such questions will
become part of this technical session on different strategies being adopted by
companies vis a vis pricing
Sub themes
a. Pricing in different channels
b. Pricing across segments
c. Pricing in non profits
3. Emerging changes in Communication and
Advertising
The way companies are reaching out
to their target audience has always been a fascinating experience. Customer
segments have made the challenge more severe and companies today are not sure
of reaching their target audience despite having mega budgets. This session
proposes to bring together some of the changes happening in communication and
advertising industry. Some conceptual
insights and qualitative works will be highly desired.
Sub themes:
a. Integrated marketing communications
b. Communicating with Gen Y
c. Communicating to Older Consumers
d. Communication channels
4. Market Segmentation
For many companies it has become
extremely significant to understand the customer segments they address. This,
however, is a difficult task with most marketers relying upon age old methods
of understanding segments. The papers for this session can focus on new
approaches to customer segmentation and managing them profitably. Papers can be
empirical / based on strong qualitative foundation.
Sub themes
a. Customer profiling
b. Market mapping
c. Use of customer analytics in segmentation
d. Segmentation and profitability
5. Call of the Village
Rural markets are high on every
consumer marketer's agenda. However, the challenges have not yet been
surmounted. This session intends to
bring together some empirical and original qualitative research onto one
platform and deliberate the challenges of Rural Marketing.
Sub themes
a. Changing
consumer roles in Rural markets
b. Product innovations for Rural markets
c. Pricing and packaging innovations for Rural
markets
d. Communication for Rural Markets
e. Promotion Mix for rural markets Top
REVIEW PROCESS
Papers must be submitted in electronic attachment in MS word / Acrobat
format addressing to the conference chair at email
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Papers must be formatted in A4 size, Times
New Roman Font, 12 font size, 1 inch margin on all sides, 1.5 line spacing and
justified. Referencing must be in APA style.
All abstracts and
full papers should have a cover page that includes the title, full name of the
author(s),
Abstracts not
exceeding 200 words describing the broad content of the proposed paper should
be sent as an email attachment. Last date for sending the abstract is May 3,
2008. Acceptance of abstracts would be intimated to the authors latest by May
10, 2008.
Authors whose
abstracts have been accepted will need to submit their full papers as an email
attachment latest by June 7, 2008.
Full papers will be
blind reviewed and comments if any from reviewers will be informed to the
respective authors latest by June 21, 2008
Full papers after
incorporating the reviewers' comments should reach the Conference Chair latest
by July 12, 2008
Conference Chair will
have the final authority over the review process and all decisions related to
the acceptance of papers. Acceptance of papers implies that the author is
registering for the conference. The conference has constituted a Best Paper
award. Authors selected for this award
will receive a citation and a certificate of appreciation besides a cash award.
Selected papers will be published as proceedings of the conference. Top
Dates to
remember
1. Abstract
submission (latest by) : May 3, 2008
2. Intimation
of acceptance of abstract : May 10, 2008
3. Last
date for submission of full paper : June 7, 2008
4. Intimation
of reviewer's comments : June 21, 2008
5. Last
date for submission of revised paper : July 12, 2008
Registration
Registration fee for the conference is as follows:
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