Marketing is a term that covers a whole gamut of activities aiming to make customers aware of the range of products and services and persuade them to buy the same. With changing technology, the marketing practices have changed. The marketing approach that combines online and offline interaction between companies and customers is the managerial agenda of marketing thought which increases targeting and personalization capabilities. This creates opportunities for the emergence of new business models, but on the other hand, creates new challenges in terms of alignment with buyer personas. Nowadays the stress of organizations is on marketing strategies that are customer-orientated rather product oriented because a customer is more informed and demanding. The company anticipates customers' needs upstream of the purchasing process and creates a permanent connection through a multi-channel marketing strategy. The track on marketing aims to discuss these challenges and issues.
1 Advertising & Marketing Communication
2 Marketing Innovations and Analytics
3 Marketing in Emerging Countries
4 Digital & Social Media Marketing
5 Product & Brand Management
6 Services and Relationship Marketing
7 Transformative Consumer Research
8 Emerging Issues in Marketing
9 Retail Marketing
10 E-commerce and Shopping Experience
11 Contemporary Topics- Tourism and Hospitality Marketing , Marketing in Metaverse
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