| Original language | English |
|---|---|
| Title of host publication | Bridging Marketing Theory and Practice Conference Proceedings |
| Editors | Sylvie Chetty, Brett Collins |
| Place of Publication | Auckland NZ |
| Publisher | Australian and New Zealand Marketing Academy |
| Pages | 1 - 1 |
| Number of pages | 1 |
| ISBN (Print) | 0-473-08206-3 |
| Publication status | Published - 2001 |
| Event | Australian and New Zealand Marketing Academy Conference (ANZMAC 2001): Bridging Marketing Theory and Practice - Massey University, Auckland, New Zealand Duration: 1 Dec 2001 → 5 Dec 2001 Conference number: 6th |
Conference
| Conference | Australian and New Zealand Marketing Academy Conference (ANZMAC 2001) |
|---|---|
| Abbreviated title | ANZMAC 2001 |
| Country | New Zealand |
| City | Auckland |
| Period | 1/12/01 → 5/12/01 |
| Other | The theme of this year’s conference is Bridging Marketing Theory and Practice. This has always been a challenge for marketing academics and even more so in the post September 11 era. The world has changed irrevocably and marketing as a discipline is being challenged to respond appropriately. Professor Roger Layton, our keynote speaker, feels that marketing as a social and management discipline needs substantial rethinking if it is to be truly relevant to managers and policy makers in the emerging world context. So a creative bridging of marketing theory and practice could be the key to marketing’s relevance to the new worldview. |