2013 World Marketing Congress
July 17-20, 2013
Submission Deadline: October 1, 2012
Conference Theme: "Looking Forward, Looking Back: Drawing on the Past to Shape the Future of Marketing"
Conference Co-Chairs: Michael T. Ewing, Monash University, Australia
John B. Ford, Old Dominion University, USA
In 1995 John Major occupied 10 Downing Street, Bill Clinton was the 42nd US President, Nelson Mandela had been in office for a year and Paul Keating’s tenure as Australian Prime Minister was drawing to a close. The world’s population was 5.6 billion, and Microsoft unveiled its long awaited Windows 95 software. The San Francisco 49ers won the Super Bowl, Everton won the FA Cup, Carlton won their 16th Australian Football League premiership and South Africa their first Rugby World Cup. Toy Story 1 was the top grossing film and Mariah Carey topped the US charts. The WTO replaced GATT and a referendum for Quebec to secede from Canada was narrowly defeated. Justin Bieber was still learning to walk, U2 were rock legends, JAMS was in its 23rd volume and Monash University hosted the 7th AMS World Marketing Congress in Melbourne, Australia. Back then Google, YouTube, Facebook, Twitter and Second Life did not exist. Neither did iPads, iPhones or Blackberries. The now-defunct Netscape was a year old and relational databases were just beginning to transform direct marketing. Marketing scholars (and practitioners) were grappling with issues such as media fragmentation and website design and evaluation. Today, marketing scholars (and practitioners) are contemplating social media, simultaneous media consumption, attention fragmentation, semantic and distributed search engines, cloud computing and intelligent personal agents. Times have changed! Or have they?
In 2013 Monash will host the 16th AMS World Marketing Congress, again in Melbourne. Same academy, same host institution, same
city but decidedly different global marketing environment. A great deal has changed since 1995 (albeit not for U2). As John Deighton so eloquently notes: “The ferment in the field of marketing in particular is unprecedented. It is not difficult to argue that the rate of intellectual capital depreciation in marketing today exceeds that at any time over the past 100 years, including the decade in which TV was introduced”. These words challenge scholars and practitioners to learn from the past to better navigate the marketing future. They have also inspired the 2013 WMC co-chairs to encourage marketing scholars to take stock of the last two decades and think about the next decade and beyond. Is change the only constant? What facets of our profession are more susceptible to change? Are we doomed to repeat the mistakes of the past? As ‘torch bearers’ for the discipline and members of the Academy, it falls on us to push the boundaries and chart new directions that will hopefully lead to a successful future across both commercial and not-for-profit marketing contexts. To do this, we need to consolidate, review and extend our knowledge base. Predicting the future may be impossible, but ignoring it is surely irresponsible?
To participate, submit competitive papers or special session proposals electronically using the electronic conference management system (EasyChair) to the appropriate track chair listed overleaf. Papers will be subjected to formal double blind peer review. Please note, it is against AMS policy to submit the same paper or special session proposal to multiple tracks. We look forward to seeing you and engaging in the lively intellectual discussions and warm fellowship that are trademarks of the Academy of Marketing Science and the World Marketing Congress.
Michael T. Ewing
Department of Marketing
PO Box 197, Caulfield East VIC 3145 Australia
John B. Ford
College of Business and Public Administration
Old Dominion University, Norfolk, VA 23529 USA
Phone: 757 683 3587