The Chennai Great Lakes Management Institute hosted the 15th NASMEI International Marketing Conference in conjunction with the North American Society for Marketing Education in India (NASMEI).
A two-day doctoral workshop served as a prelude to the two-day conference, providing an excellent opportunity for doctoral students and young professors to interact and learn from some of the best researchers in the world.
The first annual conference held at the Great Lakes Institute of Management was organized by the Kotler-Srinivasan Center for Research in Marketing. The session was opened by Dr Suresh Ramanathan, Dean of the Great Lakes Management Institute. This is the fifth year that GLIM has offered grants to participants
The opening speech was delivered by Dr Arvind Rangaswamy, Emeritus Professor of Marketing at Penn State University, USA. Speaking on the occasion, he said: “I don’t think anyone would be able to transform their research unless they explore and understand the concept of digital marketing transformation.”
He also shared specific research ideas through his presentation titled “The Digital Marketing Transformation: Is Your Research Keeping Up?” To help participants and students better formulate research questions and enable them to publish their work in premium marketing journals. During the presentation, Dr Rangaswamy also suggested some emerging research areas in digital marketing and highlighted the possibilities of aligning research with digital marketing transformation.
The two-day conference featured papers by students and researchers from across the country (India). A wide variety of topics ranging from ‘power shifts between couples in decision making within the household’ to ‘the artificially intelligent virtual agent’ and ‘customer brand and factors influencing the adoption of sustainable products’ were covered.