IMTC

„Marketing in the Year 2037“

Future Development of Marketing in Theory and Practice

Marketing management—across all sectors—faces significant challenges not only due to the highly dynamic technological changes occurring in every field, particularly regarding AI applications, but also because of their interplay with profound shifts in the political-legal, socio-cultural, economic, and ecological environments. The future landscape of markets and societies depends crucially on how the associated opportunities and risks are managed. Beyond marketing practice, the field of marketing scholarship is also specifically called upon to continually forge new paths in research, education, and the practical transfer of knowledge.

The “Marketing Trends Radar Workshop 2027” aims to provide a platform for dialogue between academics and practitioners, enabling them to exchange views on their initiatives regarding relevant future trends and to jointly highlight key trends and necessary changes in marketing academia and practice. At the same time, the workshop seeks to bring together individual initiatives already launched by academic marketing associations across various European countries to address the future of marketing.

In the run-up to the workshop, colleagues from across Europe will share their ongoing dialogue initiatives and existing hypotheses regarding the evolution of marketing in academia and practice online. During the workshop, these initiatives and future-oriented hypotheses will then be discussed in depth and ultimately synthesized to highlight key insights.

The workshop is chaired by Prof. Klaus-Peter Wiedmann, Leibniz University Hannover (Germany).

However, additional colleagues from various countries are also to be involved in the organization and moderation.

Prof. Paola Signori (University of Verona), who currently holds the chair of the Italian Marketing Association, has already agreed to serve as the workshop’s co-chair.

Once the team is fully established, we will provide further details regarding the process for information exchange leading up to the conference. Those interested may contact me directly in the meantime at wiedmann@m2.uni-hannover.de

Fee included in conference registration costs, but the participants must register specifically for the workshop via the conference registration page.

Limited number of places.

The Poster Fair of the International Marketing Trends Conference  will take place on will take place on January 24th, 2027.

To use the IMTC POSTER TEMPLATE to submit your proposal, click here. To connect to the POSTER SUBMISSION PLATFORM, you can click here. Information on the POSTER FAIR PUBLICATION RULES available here.

Submission and registration deadlines 

Submission deadlines  :

• 04 Sept. 2026 : Deadline POSTER submission

The Poster Fair is an important event of the conference programme. It is an opportunity to meet other researchers who share similar interests, share ideas and get credit for resumé -a true win-win!-. This format is ideal for meeting colleagues, discussing work with other conference delegates and heightening the participants’ career profile.

A separate room of the conference is dedicated to the poster sessions.

Please note that the participants should print their posters themselves and bring them to the conference for display. The posters should be A1 (59,4cm x 84,1 cm) format and printed on a single side.

The posters should also be readable in A4 format in order to be included in the conference proceedings.

Each year, the International Marketing Trends Conference grants two awards: the International Marketing Trends Award and the Managerial Impact Award.

The International Marketing Trends Award is an international award to honour researchers for their overall achievements in the fields of Marketing Trends. The purpose of the Marketing Trends Award is to recognize and reward an outstanding lifetime contribution to the  Marketing Trends in the areas of research, education or strategy, and encourage cross-country and multi-cultural research on the major changes in marketing paradigms and new fields of innovative research in all the aspects of marketing.

The Managerial Impact Award is an international award to honour researchers for the managerial implications developed in their research work.

The International Marketing Trends Award Committee

• Pr. Alberto PASTORE, Università di Roma La Sapienza
• Pr. Julio JIMÉNEZ, Universidad Zaragoza
• Pr. Julien SCHMITT, ESCP Business School – Paris Campus
• Pr. Klaus-Peter WIEDMANN, Leibniz Universität Hannover

The International Marketing Trends Award Committee

• Pr. Alberto PASTORE, Università di Roma La Sapienza
• Pr. Michael HAENLEIN, ESCP Business School – Paris Campus

Nomination for the awards

All universities, business schools, companies and institutions active in the field of Marketing Trends are encouraged to nominate candidates for the awards. Self-applications will not be considered. Information about the nominations, investigations, and opinions concerning the award is kept secret.

The IMTC Managerial Impact Award

2024

• Pr. David DUBOIS

2023

• Pr. Christian HOMBURG

2022

• Pr. Daniele FORNARI

2021

• Pr. Jean-Claude ANDREANI 
• Pr. Umberto COLLESEI 

The IMTC International Marketing Trends Award 

2024

• Emmanuella PLAKOYIANNAKI (University of Vienna)
• Camilla BARBAROSSA (TBS Education)
• Lia ZARANTONELLO (University of Roehampton, London)
• Delphine DION  (ESSEC Business School)

2023

• Yoram Jerry WIND (Wharton School University of Pennsylvania)
• Adamantios DIAMANTOPOULOS (University of Vienna)
• Heiner EVANSHITZKY (University of Manchester)
• Margherita PAGANI  (Skema Business School, Paris)

2022

• Francesca CABIDDU (University of Cagliari)
• Riccardo RESCINITI (University of Sannio)
• Cleopatra VELOUTSOU (University of Glasgow)
• John CADOGAN (Loughborough University)

2021

• Yolanda POLO for “a longlife career inspiring and empowering the scientific research in Marketing, being the first female professor of Marketing in Spain”
• Sandro CASTALDO, for his “contribution to the advance of research in the field of retailing and trust”

2020

• Maria VERNUCCIO, for her “innovative studies in the field of digital marketing and brand management”
• Alain D’ASTOUS, for his “work on the marketing of arts”
• Joël BREE, for his “research on marketing to children and teenagers” 
• Alain CAPPANNELLI, for his “professional achievements in retail
• Pauline de PECHPEYROU, for her “contribution to research on E-CRM”

2019

• Valérie BERTHEAU, for “dedicating her professional life to marketing of the defence industries”
• Marc FILSER, for his “research on consumer behaviour and distribution systems”
• Emmanuelle LE NAGARD, for her “dedication to academic work on luxury brand management” and for “keeping alive the spirit of our dearest friend Elyette ROUX at the ESSEC LVMH Chair”
• Paola SIGNORI, for her “work on marketing, supply chain and sustainability”

2018

• Anahit ARMENAKYAN, for her “contribution to research on the marketing of sports”
• Gianfranco WALSH, for his “research on social marketing”
• Uehara WATARU, for his “work on international marketing”

2017

• Manuel SANCHEZ PEREZ, for his “contribution to retail marketing”
• Sonja BIDMON, for her “research on customer and patient satisfaction”
• Francis SALERNO, for his “research on digital marketing”
• Dominique CRIE, for his “work on healthcare marketing”
• Ann LEPPIMAN, for her “work on experience marketing”
• Carlo Alberto PRATESI

2016

• Yves EVRARD, for his “major and fundamental contribution to the development of the marketing of arts, cultural and creative industries”
• Enrique BIGNE, for his “research on tourism and destination marketing”
• Johanne BRUNET, for her “research on the marketing of cultural and art industries”
• Marlen DEMETRIOU and Ria MORPHITOU, for their “studies on Corporate Social Responsability in marketing”
• Patricia GURVIEZ, for her “research on the marketing of food industries”
• Anna LEASK, for her “work on tourism management”
• Thorsten TEICHERT, for his “research on marketing and innovation”

2015

• Roger BENETT, for his “contribution to nonprofit marketing”
• Maria Grazia CARDINALI, for her “work on consumer behavior in marketing”
• Richard FONTAINE, for his “research on accountancy and marketing”
• Martina GALLARZA, for her “publications on emotion in marketing”
• Frank JACOB, for his “research on mobile marketing”
• Shin’ya NAGASAWA, for his “work on luxury goods marketing in Japan”
• Valentina PITARDI, for her “contribution to communication and social research”
• Anna Maria TOALDO, for her “dedication to marketing strategy in Brazil”

2014

• Umberto COLLESEI, with particular recognition  the International Marketing Trends Lifetime Achievement Award for his “contribution in the foundation of the International Marketing Trends Conference”.
• Andreas KAPLAN, the International Marketing Trends Academic Excellence Award for his “contributions in the area of social media”.
• Maureen SIGLIANO, the Marketing Trends Business Innovation Award, for “the loyalty program  (MyWU) and for conducting customer relationship management”.
• Michelle BERGADAA, for her “major contribution to the fight against scientific plagiarism”.
• Enrico COLLA, for his “contribution to retail and distribution research in France”.
• Giacomo DEL CHIAPPA, for his “contribution on tourism marketing”.
• Jean-François DIET, for his “innovative healthcare strategy”.
• Jean-François LEMOINE, for his “major contribution to experential and sensorial research”.
• Dominique ROUX, for her “works on consumer resistance and anti-consumption”.

2013

• Jean-François BOSS, for his “fundamental contribution to the development of marketing science in France”.
• Olivier DROULERS, for his “work on marketing and neurosciences”.
• Edoardo FORNARI, for his “work on retail marketing and branding”.
• Michael HAENLEIN, for  his “early contribution to social media in marketing”.
• Trond HAMMERVOLL, for “his contribution to niche marketing”.
• Daniele PEDERZOLI, for  his “research in the field of retail marketing and luxury marketing”.
• Kjell TOFTEN, for his “contribution to niche marketing”.

2012

• Oliver BADOT, for his “contribution to ethnomarketing in consumer behavior and retailing”.
• Efthymios CONSTANTIDINES, for his “contribution to e-marketing and social networks marketing”.
• Patrick NICHOLSON, for his “contribution to consumer relationship management and data analysis”.
• Christian PINSON, for his “major contribution to consumer cognitive style”.
• Silvia RANFAGNI, for her “contribution to consumer and fashion marketing”.
• Gilles ROEHRICH, for his “contribution to business models for innovation research”.

2011

• Christophe BENAVENT, for his “works on loyalty, relationship management and its digital extension/trends”.
• Jean-Charles CHEBAT, for his “pioneering works in cross-disciplinary researches and marketing paradigms”.
• Paulo DE LENCASTRE, for his “analysis of brand management”.
• Oscar GONZALEZ-BENITO, for his “contribution to the development of quantitative methods in marketing”.
• Michael LINGELFELDER, for his “contribution to the development of Healthcare Marketing Management”.
• Alberto PASTORE, for his “contribution to communication studies”.
• Bogna PILARCZYK, for her “contribution to marketing strategy in Poland”.
• Donald SEXTON, for his “fundamental contribution to the development of global product and brand strategies”.

2010

• Luigi CANTONE, for his “works on brand management and its impacts”.
• Gérard CLIQUET, for his “works on retail and distribution”.
• Gennaro IASEVOLI, for his “works on event marketing and co-branding”.
• Jordi MONTANA-MATOSAS, for his “contribution to the development of innovation and design management in marketing”.
• Elisabeth TISSIER-DESBORDES, for her “studies of the concept of gender marketing”.
• Maria Jesus YAGUE-GUILLEN, for her “contribution to the development of marketing in Spain”.

2009

• Asunción BEERLI-PALACIO, for her “studies of the advertising effectiveness”.
• Giuseppe BERTOLI, for his “contribution to the development of brand management”.
• Sergio CHERUBINI, for his “pioneering works in the sport marketing”.
• Jean-Marc DECAUDIN, for his “fundamental analysis of communication in marketing”.
• Patrizia DE LUCA, for her “analysis of mobile phone industry”.
• Chris HALLIBURTON, for his “early fundamental studies of the international marketing”.
• Torben HANSEN, for his “contribution to the development of Social science methodology in marketing”.
• Nora LADO, for her “analysis of automotive marketing”.
• Enrique MARTIN ARMARIO, for his “part of the development of service and tourism marketing”.
• Jose Miguel MUGICA, for his “pioneering work on retailing, and customer satisfaction”.
• Henrikki TIKKANEN, for his “investigation concerning Finnish marketing know-how”.
• Jean-François TRINQUECOSTE, for his “fundamental work in the theory of marketing”.
• Klaus-Peter WIEDMANN, for “introducing a societal marketing concept of corporate leadership in technology and innovation”.

2008

• Carmen BERNE MANERO, for her “part in the studies of the distribution strategy”.
• Jean-Louis CHANDON, for his “pioneering development of quantitative methods in marketing”.
• Alberto MATTIACCI, for his “contribution to the development of marketing theory”.
• Günter SILBERER, for his “contribution to the development of marketing methodology”.
• Pierre VALETTE-FLORENCE, for his “fundamental work in consumer behavior”.
• Donata VIANELLI, for her “contribution to the development of intercultural placement of products and brands in the film industry”.
• Stéphane GANASSALI, Francesco CASARIN, Paola CERCHIELLO, Gunnar MAU, Carmen RODRIGUES SANTOS, Astrid SIEBELS, for their “paper in cross-country and multi-cultural research”.
• Gaetano AIELLO, Raffaele DONVITO, Bruno GODEY, Daniele PEDERZOLI, Nadine HENNINGS, Astrid SIEBELS, Klaus-Peter WIEDMANN, for their “papers in cross-country and multi-cultural research”.

2007

• Daniele DALLI, for his “analysis of consumer behavior”.
• Sergio SCIARELLI, for his “contribution to the marketing ethics”.
• Eric VERNETTE, for his “contribution to the development of leadership theory in marketing”.
• Joaquin ALDAS-MANZANO, Frank BACHMANN, Daniele DALLI, Nadine HENNINGS, Ines KUSTER, Jean MOSCAROLA, Natalia VILA, Antonella ZUCCHELLA, for their “papers in cross-country and multi-cultural research”.

2006

• Aldo BURRESI, for his “analysis of product innovation”.
• Béatrice CANEL-DEPITRE, for her “analysis of Corporate Social Responsibility in Marketing”.
• Gianpiero LUGLI, for his “contribution to the development of retail and distribution theory”.
• Virginie MAILLE, for her “part in the development of sensitive analysis”.
• Jean-Louis MOULINS, for his “fundamental contribution to the development of loyalty and relationship marketing”.
• Elyette ROUX, for her “pioneering work in the luxury goods marketing”.

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Prof. Elyette ROUX Luxury Award 2026 :

• Dafna GOOR, London Business School, United Kingdom for the publication “Gaining less by giving more: sharing status but imposing power through luxury gifts.“

Prof. Elyette ROUX Luxury Award 2024 :

• Amy ERRMANN, Auckland University of Technology, New Zealand for the publication “To ‘Blend’ or ‘Shine’: The chameleon effect of luxury brand prominence in mindful consumers.“
• Dan XIE, HEC Paris, France for the publication “Keeping up with the Joneses? Not so much for consumers who move around a lot.“

Organizing committee

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President International Marketing Trends Conference

• Françoise CONCHON-ANDREANI, ESCP Business School / INSEMMA Market Research

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Coordination Team

• Marta DALLE CARBONARE
• Lucie FAVAND
• Emma PEYRUCHAUD
• Margaux JEANNEAU

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Conference Secretariat
c/o ESCP Business School
Venise-Paris Marketing
6/8, avenue de la Porte de Champerret
75017 Paris
FRANCE

Telephone: +33 1 45 03 05 35 from 14:30 to 17:30
Email address: info@team-imtc.com