In line with the conference theme of emerging markets context, this tract focuses on integrated marketing communication. The development of new communications and the transformation of traditional communications coupled with the metamorphosis of the consumer expectations in the emerging markets have necessitated a relook at the persuasive power of integrated marketing communications. Papers providing theoretical and/or empirical advances in understanding of the influence of marketing communication both offline and online on consumer behavior are encouraged. Papers may focus on, though not limited to a variety of contemporary issues on advertising, direct marketing, online communication, sales promotion, public relations, and personal selling; rely on varied methodologies; and arise from multiple fields. We welcome conceptual and/or empirical research papers using qualitative, quantitative, or mixed-method research approaches for this track.
Prof.Satish S. M.
Indian Institute of Management
Lucknow
e-mail: sms@iiml.ac.in
