B2B Marketing, the road ahead
When and where:Date: Wednesday 28 March 2012 Abstracts submitted to the conference will be considered for publication in Journal of Business and Industrial Marketing and Qualitative Market Research - an International Journal issues in time for REF 2013. The deadline for abstracts of 1000 words is the 29 February 2012. Keynote speakersProfessor Malcolm McDonald (Cranfield University), Professor Dominique Xardel (ESSEC Cergy Pontoise) and Mike Bernard (IBM). About the keynote speakers (PDF 242 kb) OverviewOver the two last decades, B2B marketing has faced huge opportunities and challenges, stemming mainly from the economic crisis and advances in technology. The unprecedented turbulence and uncertainty experienced in global and domestic markets has had a significant impact on environments in which B2B organisations operate. Recent developments in Information and Communication Technologies (ICT), such as social media, have had an impact on both businesses and their customers. These changes cannot be ignored. These developments have directly influenced concepts like trust, engagement, cooperation and involvement within the B2B context and now need to be revisited in order to manage with the new requirements of the discipline and businesses. Many issues are being highlighted in the recent literature, is it the traditional offline or new online marketing strategies that are proving to the most successful in this uncertain marketplace? To what extend do businesses need to evolve and take account of these issues and forge newly revised strategies? These issues have triggered the development of B2B marketing but are not without challenges. For researchers and practitioners the road ahead calls for further research and collaboration to forge new strategies in order to survive and prosper. Authors are particularly encouraged to publish on the following themes:
About the conferenceThis conference explores the implications of the current economic crisis for B2B marketing and the role of ICT in developing a profitable, sustainable competitive advantage for companies. It will provide academics and practitioners from a range of backgrounds with the unique opportunity to explore and discuss new opportunities and challenges in B2B marketing in an open, friendly and informal atmosphere. Provisional programme:
Paper and poster submissionKey information and guidelines for paper and poster submission (PDF 94 kb) Supporters and sponsors of conference
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