Marketing

Coordinator: Guilherme Farias Shiraishi, PhD

FEA-USP

Assistant Coordinator: Suzane Strehlau, PhD

ESPM

Temas e Líderes:

This topic covers research reports or theoretical discussions about consumer behavior with an economic, psychological, or biological focus. Of special importance are studies based on consumer decision-making processes, attitudes, values, motivation, personality, as well as the processing of information and aspects linked to consumer influences.

Assistant Leader: Ana Paula Celso de Miranda (UFRJ)
International Co-Leader: Beatriz Pereira, PhD(Monash University em Melbourne)

This topic covers discussions about consumption from a social and cultural perspective, which are connected to fields of knowledge such as Anthropology, Sociology, Language Studies, Cultural Studies, among others. Of special importance are research reports that feature the interlocution between questions relating to the influences and practices of consumption as well as social identity, consumer communities, and the appropriation of meanings in different contexts of current society. In addition, it contemplates discussions related to CCT (Consumer Culture Theory).

Leader: Marcelo Rezende Pinto, PhD (PUC-MINAS)
International Co-Leader: Luciana Velloso de Souza Araújo, PhD (Goldsmiths, University of London)

Ouça a descrição do tema:

Studies on marketing strategies and how these are operationalized both in the national and in the international environment. It involves articles about information in marketing, market segmentation, standardization strategies, adapting the marketing mix, product positioning, price decisions, distribution, communication, product, the organizational structure of marketing, functional marketing strategies, competitive strategies in marketing, corporate strategies in national or international marketing, as well as the themes of value, satisfaction, and loyalty.

Leader: Roberto Flores Falcão, PhD (FECAP)

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Pre-experimental studies, true experiments, quasi-experiments in marketing, consumer and/or organizational buyer behavior.

Leader: Dirceu da Silva, PhD (UNICAMP)
International Co-Leader: Cláudia Maria Neves Simões, PhD (Universidade do Minho, Portugal)

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Studies: longitudinal, cross-sectional, simple descriptive, multivariate, studies based on social sciences such as Ethnology, Anthropology, and Sociology, whose central theme is brands, with qualitative and quantitative analysis techniques.

Leader and International representative: Mirian T. Salomão,PhD( IPAM Porto)
Assistant Leader: Vivian Iara Strehlau (ESPM)

This topic covers discussions related to the debate that exists between marketing and society, involving both the positive and the negative aspects present in that relationship. Of special importance are research reports that present discussions related to ethics in marketing, conscious consumption, sustainable consumption, collaborative consumption, consumer well-being, consumer vulnerability, among others.

Leader: Nelsio Abreu, PhD (UFPB)
International Co-Leader: Leonor Vacas de Carvalho, PhD (Universidade de Évora, Portugal)

Ouça a descrição do tema:

The luxury market has opened up the door to other innovative markets (e.g., gamification markets, social media marketing, brand experiences, green consumption, ethical fashion, new forms of intermediation, convergence of distribution channels). With regards to luxury markets, the meaning of luxury has evolved with the emergence of the concept of and market for new luxury. Today, luxury is seen as an individual option, a subjective, private, and unique experience (Nobre, 2019), which is far from the traditional definition of superfluous, costly, conspicuous, elitist, and exclusive (Cristini et al., 2017). However, the democratization of traditional luxury through the proliferation of mass luxury brands and premium brands, extensions of old luxury brands, and more economical product lines (Silverstein & Fiske, 2003) – the mass consumption luxury market – is a reality, which has been contributed to by the emergence of a new type of consumer with more purchasing power who aspires to replicate the lifestyle of celebrities and other individuals they admire and who feature in the media.

Leader and International Representantive : Helena Nobre, PhD (UNIVERSIDADE DE AVEIRO)

Studies about mediated social networks, such as Facebook, Instagram, LinkedIn, among others, consumer behavior, and marketing impacts. Theories derived from studies about cyberculture and its relationships with marketing and consumer behavior. Viewpoints on cybercities and the potentialities of these in marketing and consumption. Analysis of how artificial intelligence is being applied in marketing and the possible impacts on consumers and companies. The internet of things, marketing strategies, and new communicational formats. Studies about ubiquity, pervasiveness, and/or mobile communication technologies such as smartphones and tablets, and their relationships/potentialities in contemporary marketing.

Leader: Renata Francisco Baldanza, PhD (UFPB)
International Co-Leader: Sabastián Molinillo, PhD (Universidade de Málaga, Espanha)

The theme includes studies on retail marketing in the contemporary context: immersive environments, phygital, channel diversification, multichannel, Omni-Channel, retail with store, without store, channel conflicts. Studies on the marketing of services and their interconnections with the areas of operations and/or people management, as well as their interfaces with new technologies and transformative services. Studies of experiential marketing, sensory marketing, franchising, marketing in the context of B2B, organizational marketing in general and in an environment of new technologies and new business models are part of it.

Leader: Prof. Evandro Lopes (ESPM)
Assistant Leader: Adriana Beatriz Madeira (MACKENZIE)