IIM Calcutta MARCON promises to deliver many latest happenings in the world of Marketing

 | December 28,2010 12:01 pm IST

Through a colourful inaugural session, IIM Calcutta launched the maiden International Marketing Conference  at IIM Calcutta auditorium in presence of Director, Professor Shekhar Chaudhuri, D Shivakumar, Vice President and Country General Manager for Nokia India, Professor Prashant Mishra, Chairman, Conference committee and Professor Krishanu Rakshit, a professor in Marketing group of IIM Calcutta. MARCON 2010 received more than 250 paper submissions from India and abroad, of which 117 papers were finally selected for presentations in 19 track sessions, and another 50 papers were selected for poster presentation.

More than 500 authors from 200 plus academic and corporate institutions from India and abroad submitted their research articles. Of these 200 institutions, more than 175 were business schools and universities, and remaining were corporate institutions.


MARCON 2010 received papers from IIMs and all top 20 business schools in India. We also got papers from IITs and NITs. Papers were also received from other countries, such as Bangladesh, Oman, Canada, China, Hong Kong, Germany, US and UK. Among the academic institutions represented from overseas include Cambridge University, UK, Carnegie Mellon University, US, Rochester University, US, London Business School, UK, University of Colorado at Denver, USA, William Paterson University, US, Ludwig-Maximilan University, Germany, College of Applied Sciences, Sultanate of Oman, East West University, Dhaka, Bangladesh, University of Winnipeg, Canada, Hong Kong Polytechnic University, Hong Kong and Guanghua School of Management, Peking University, China.


Three best paper awards would also be awarded to during the conference.


The conference will continue till December 29, 2010 at IIM Calcutta campus which seeks to cover a host of issues which are not only relevant to the present day but also hold promise for the times to come. On one hand, it will try to track emerging patterns and innovations; while on the other, it will seek to emphasize the role played by some classic theories and practices in areas such as communicating value, distribution networks, nature and means of gathering consumer insights, brand building.


The tracks on which the conference would focus upon includes Business to Business Marketing and Sales Management, Channel Management, Consumer and Industrial Branding issues, Consumer Behaviour, Cross Disciplinary Issues in Marketing, Marketing Mix variables, New Product Development and Innovation, Quantitative Techniques in Marketing, Relationship Marketing, Social Marketing and Public Policy Issues and Strategic Marketing.


Internet and Mobile technology has arguably been the most influential one in our lives in the past decade. They have redefined the way people carry out their day to day activities. There is an information boom which has both helped and confused people. This has opened up a lot of channels for marketers to exploit but like any new technology, it has its own skeptics. Marketers approach it with cautious and measured steps, with not everyone ready to jump onto the online/mobile advertisement band wagon. It has also given birth to the phenomena called ‘Viral Marketing’. With collapsing distances, word of mouth has gained new significance.


Beside opening portals of information for consumers, these technologies have brought into existence other such streams flowing in the reverse direction. Today, internet is one of the most accurate and quickest means of collecting consumer insights. Online surveys are poised to replace door to door, at least in some specific domains, if not in all.


These technologies have had a telling effect on distribution networks too. Online retailing has made many a brick and mortar stores redundant. Centralized inventory management for multi-store retail outlets has become more and more commonplace.


The world, especially FMCG, is looking for newer markets. With urban markets reaching saturation, global FMCG giants have turned their focus on third world countries where there is a huge untapped rural population. Solving the rural riddle has become the new mantra of every FMCG major. It has brought to fore a lot of ground breaking revolutions in distribution like Hub-and-Spoke model, teaming up with rural focused NGOs etc.


The eminent speakers of the conference include Professor Rajan Varadarajan, Ford Chair in Marketing & E-Commerce at the Mays Business School, Texas A&M University, College Station, Texas, USA, Professor Naresh Malhotra, Nanyang Professor, Nanyang Business School, Nanyang Technological University, Singapore and Regents' Professor Emeritus, College of Management, Georgia Institute of Technology, USA, Professor Murali Mantrala, Sam M. Walton Distinguished Professor of Marketing at the Trulaske College of Business, University of Missouri, Professor Ravi Dhar, George Rogers Clark Professor of Management and Marketing & Director of the Yale Centre for Customer Insights and Mr. D Shivakumar, Vice President and Country General Manager for Nokia India

The sponsor of this major event includes State Bank of India, Hughes Global Education, Pearson, Maggi and NSHM.