4th EMAC CEE Regional Conference: Marketing Theory Challenges in Emerging Societies (September 25-27, 2013, Saint Petersburg, Russia). Conference Proceedings

Abstract

On September 25th - 27th Graduate School of Management SPbU held an International Regional Research Conference of European Marketing Academy (EMAC Regional 2013) “Marketing Theory Challenges in Emerging Societies”.

More than 140 participants took part in the conference representing 56 leading universities from Western, Central and Eastern Europe, Australia, Brazil, Russia, India, Thailand, and the USA. Leading European researchers in marketing were members of the Conference Program Committee and Conference papers’ reviewers.

Business community has demonstrated deep interest and involvement in the conference issues. The conference was attended by representatives of Procter&Gamble, IBM, Metro Cash&Carry, StratX. The themes include the issues of marketing theory in emerging markets. The key topics discussed during the Conference, included the peculiarities of consumer behavior research and management in emerging markets, marketing research methodology, strategic marketing management aspects in general and the case of the Russian market, marketing communications, features of business-to-business marketing in Eastern Europe and brand-management issues. International Conference EMAC Regional 2013 serves as a continuation of a series of academic conferences on “Marketing Theory Challenges in Emerging Societies” by European Marketing Academy organized annually in one of the leading Eastern European business schools.

The European Marketing Academy (EMAC) was established in 1975. EMAC is a professional society for people involved or interested in marketing theory and research. Its aims are to serve as core of a communication network for disseminating information and promoting international exchange in the field of marketing. Membership is open to individuals from Europe and elsewhere. At present, the Academy has over 1000 members from more than 57 different countries in all five continents.