CONFERENCE TRACKS

  1. Track: Psychology, consumer behavior and culture
  2. Track Chair: HECTOR HUGO PÉREZ VILLARREAL
    Professor of Marketing, UPAEP

    Over time consumer behavior has undergone significant changes, approaches and research interest in the field of marketing, since the consumer belongs to one of the indispensable elements for existence of marketing. The growing interest in exploring consumer behavior in relation to culture and psychology is also relevant phenomenon. In this case, the interaction of cognitive, affective and conative processes is crucial to establish new models of decision-making processes based on the changes and evolutions of thinking, feeling and acting of consumers with respect to culture. This track welcome papers that offer new knowledge, theory or practice trying to explain the role of values, wants, needs, social reference, family, social status, personal habits, psychological factors into the consumption process.

     

  3. Track: Marketing strategy
  4. Track Chair: CECILIA CALDERÓN VALENCIA
    Professor of Marketing, UPAEP

    The track welcomes submissions providing theoretical, empirical, and case-based research analyzing the strategic intent of firms as well as their preparation, assessment, and adoption of market-oriented strategies focusing on improving firms' effectiveness and efficiency. We look for scholarly works addressing marketing strategy in various contexts; firms that operate in both emerging and developed economy markets, as well as in the digital environment. This comprehensive and current approach will generate progress in understanding the effects of strategic marketing decisions. 

     

  5. Track: Relational and services marketing
  6. Track Chair: SOFIA ELBA VÁZQUEZ HERRERA
    Professor and Director of Marketing Graduate Program, UPAEP

    The track welcomes submissions providing theoretical, empirical, and case-based research analyzing the strategic intent of firms as well as their preparation, assessment, and adoption of market-oriented strategies focusing on improving firms' effectiveness and efficiency. We look for scholarly works addressing marketing strategy in various contexts; firms that operate in both emerging and developed economy markets, as well as in the digital environment. This comprehensive and current approach will generate progress in understanding the effects of strategic marketing decisions. 

     

  7. Track: Marketing in SMEs
  8. Track Chair: OLIVIA ALEJANDRA PAREDES ALDAMA
    Professor and Director of Entrepreneurship Programs, UPAEP

    How are small and medium-sized companies in emerging economies facing marketing challenges? What insights around Marketing and innovation can ensure SMEs to scale up sustainably? This track looks for papers to contribute to the SMES´s growth and options to face their needs through marketing.

     

  9. Track: Digital Marketing
  10. Track Chair: LAURA BERENICE SÁNCHEZ BALTASAR
    Professor of Marketing. UPAEP

    The field of digital marketing continues to evolve in the fast-changing online environment, growing and expanding its influence in more and more industries and companies around the world. In this track we invite papers to draw in the digital marketing trends, inbound and outbound strategies, the use of social media, the impact of mobile technology and the ways strategists evaluate its impact in emerging markets.

     

  11. Track: Big data and analytics
  12. Track Chair: ROSA MARÍA CÁNTON CRODA
    Professor and Dean of Business and Engineering Graduate Programs, UPAEP

    In this track, we invite the papers offering insights into the role and application of Big data and analytics, which focus in different areas of business administration: marketing, management, finance, accounting, managerial informatics, entrepreneurship, and international business. The topics of interest include, but are not limited to, big data theory development, 5Vs of big data, data mining, big data processing, analytics tools, big data visualization, and especially big data and analytics application in diverse business settings.

     

  13. Track: Branding
  14. Track Chair: DORA IVONNE ÁLVAREZ TAMAYO
    Professor of Advertising and Graphic Design, UPAEP

    This track aims to provide insights into the different ways that products and services are branded in emerging markets. This track invites papers to discuss the concepts, fundamentals, methods, strategies, and practices of companies and organizations to carry out branding when launching a new brand or redefining an existing one. According to the theme of the conference, a broad range of topics in theory and application are accepted. Topics of interest include but are not limited to, brand management, brand design, corporate brands, branding metrics, branding signification and discourse, branding communication, emotional brand design, applied neurosciences, and sustainability.

     

  15. Track: Green/Sustainable Marketing
  16. Track Chair: EMIGDIO LARIOS GÓMEZ
    Professor of Marketing. Benemérita Universidad Autónoma de Puebla (BUAP)

    This track gives space for papers to all topics related to green and sustainable marketing in emerging markets: trends, consumer perceptions, attitudes, and purchasing behavior, today practices related to the past. Also, how they are integrating in the marketing strategy of organizations? What are being the main opportunities and challenges? Which kind of businesses are integrating more sustainable practices? Are there new ideas and innovations?

     

  17. Track: Retailing and Merchandising
  18. Track Chair: ALFONSO OSWALDO GUERRA PERALTA
    Professor of Marketing, UPAEP

    The area of retailing and merchandising has been growing significantly in recent years and will continue to grow, especially in emerging markets. It makes necessary to have more research in this intriguing area. We invite papers to give us a better understanding on how retailing and merchandising is being carried out and how they can provide valuable insights for decision making.

     

  19. Track: Social entrepreneurship and Social marketing
  20. Track Chair: CRISHELEN KUREZYN DIAZ
    Professor of Entrepreneurship Programs. UPAEP

    This track focuses on identifying, starting, and growing successful mission-driven for-profit and nonprofit ventures and the impact of social marketing; business methods to solve social and environmental challenges; the situations, resources and business structures used by social entrepreneurs; the potential for scaling social and environmental solutions profitably throughout the business sector; system thinking for social innovation; design thinking for social innovation; social business model and planning for social innovation; the mechanics, tensions, and realities of managing a social enterprise; social marketing environment; techniques for the development of social marketing strategies, and implementation and evaluation of social marketing projects.

     

  21. Track: Personal selling and sales management
  22. Track Chair: MARÍA JOSEFINA RIVERO VILLAR
    Professor of Marketing, IESDE School of Management

    Success in sales management through personal selling requires deep changes and permanent learning from both parties to gain flexibility and innovation. Attention to the clients of this segment, usually located in the downside part of the buyers’ pyramid, portrayed by being a large, low income segment who do not use e-commerce continues to be a challenge. This leads sales management to propose hybrid models and strategies, as well as more empowerment of personal selling to satisfy the ever changing and growing needs of this market. This track invites researchers to collaborate with papers related to this intriguing area of personal selling.

     

  23. Track: Business-to-business marketing and sales management
  24. Track Chair: MARIA DE LOURDES ESTHER MATEOS ESPEJEL
    Professor of Marketing. Benemérita Universidad Autónoma de Puebla (BUAP)

    In this track, we look for papers thar offer insights into the marketing and sales activities in business-to- business markets and the B2B digital inflection point during COVID-19. Nowadays sales leaders have had to adjust how their organizations sell in the face of new customer habits. Therefore, the topics of interest include but are not limited to B2B sales operation during and after the pandemic, B2B digital interactions to customers, remote sales (videoconferencing, phone, web sales model) and reinvention of B2B marketing strategy.

     

  25. Track: Micro trends in Marketing and Politics
  26. Track Chair: JOSÉ LUIS ESTRADA RODRÍGUEZ
    Professor of Politics. Benemérita Universidad Autónoma de Puebla (BUAP)

    In this track we look for papers that offer insights into new approaches to develop political marketing in emerging countries. Nowadays Marketing and Politics are focused in developing niche markets. Customize discourses and ideologies is essential to achieve the best results in political campaigns. Traditional campaigns oriented to promote general messages and apply old school tactics are not enough. Emerging countries are experimenting radical changes in their political dynamics that are shaping new voters. More than ever scholars and practitioners are enforced to generate new strategies according to a multi niche market vision. Therefore, the topics of interest include, but are not limited to new technological approaches like neuropolitics, technopolitics, present and future of niche markets, political consumer behavior of Y and Z generations.

     

  27. Track: 14. Track: Clusters Strategy and Collaboration: New Agenda for Marketing Leaders in Government, Companies and Institutions as an answer to address big challenges
  28. Track Chair: ROCÍO PRADO CASTILLO
    Professor and Liaison Officer, Institute of Collaboration and Competitiveness Sintonía-UPAEP

    Clusters enhances productivity and competitiveness; it is through their natural complementarities that they create buyer value or a unique value proposition. Collaboration, coordination, and co-location enables the creation of real big answers in crisis times and marketing has the most important role in these alliances. Joint marketing enhances the reputation of an area or government, presence of a group or alliance, creation of complementary products or co-location bringing benefits in terms of time and investment specially to address crisis and big challenges. We are looking for experiences, efforts or proposals of joint marketing strategies, collaboration or cluster strategies, no matter if they were successful or not, dealing with a crisis or big challenge. Any other new idea or innovative strategy that implies collaboration between companies, governments, individuals, or any group that as a result has a marketing plan or strategy.

    Areas Intervention :

    1. Collaborative Marketing: Group related firms, or institutions, or industries working on joint marketing in an innovative, strategic way. For example: firm referrals, trade fairs, trade magazines, marketing delegations etc. and its result dealing with challenges.
    2. Clusters: Any innovative strategy for cluster marketing, or cluster action related. Innovative cluster strategy and it´s marketing and its results, benefits or mistakes in a crisis or challenge.
    3. Collaboration to create unique value proposition created with complementary products. The most common example of complimentary products is seen in Tourism (hotel, restaurants, tours). Innovative strategies and products created in collaboration within any kind of entity and its marketing.
     Co-location: Co-location also requires of collaboration to create buyer value, product design, logistics and after sales service, with an intelligent and innovative strategy and marketing to create trust dealing with resent challenges

     

  29. Track: Other topics
  30. Track Chair: CYNTHIA MARÍA MONTAUDÓN TOMAS
    Professor, Business Management. UPAEP

    In the 2021 EMCB we are giving space to those papers that could not fit in any of the tracks proposed, but that can give important insights in to the field of marketing or that can contribute to the connection between academia and industry. Examples of areas include experiences in Emerging Economies and employee experience for marketing performance.

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