42nd European Marketing Academy Conference (EMAC 2013)

Venue: Istanbul Technical University

Location: Istanbul, -

Event Date/Time: Jun 04, 2013 End Date/Time: Jun 07, 2013
Registration Date: May 10, 2013
Early Registration Date: Apr 09, 2013
Abstract Submission Date: Dec 04, 2012
Paper Submission Date: Dec 04, 2012
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LOST IN TRANSLATION: Marketing in an Interconnected World

The east we know is not the same east; the west we know is not the same west anymore. Economies are interconnected and as in the butterfly effect there is a sensitive dependence on contextual factors. Companies are not monogamous, they transact within enmeshed relationships that are collaboratively built with their counterparts, suppliers, distributors, consultants, associations, governments etc. Transition from the Real World to the virtual world facilitates empowerment of consumers who constantly engage in countless exchanges. In such an environment, organizations and individuals are subject to a range of influences and open to inter-dependencies. While those changes occur, having a static, preconceived world view would be a major blunder for corporations when investing in global markets.

Interactions among and across consumers and businesses are dialogical transactions inextricably bound to interconnectedness between micro and macro contexts in which both parties exist and evolve. Through interactions, clients and firms move towards understanding each other and even learn about their own selves. However, such a learning process could be overwhelming due to too much information flux and availability that instead of detailed analysis, proximities could be used to reach conclusion for reducing risk. Such contextual dynamism may lead message and offering interflow to be illusive and may increase the need for better marketing strategies to recover any losses in translation of marketing practices into customer gain and retention.

In order to eliminate the risk of mistranslation of the observed to actions, the use of marketing research to accumulate market intelligence should revise its conventional divide of quantitative and qualitative approaches. Rather, for building mechanisms to elicit interim feedback, both worlds should be reconciled towards breeding a collaborative expertise as to support cumulative learning.



Additional Information

LET’S MEET WHERE THE CONTINENTS MEET 42nd European Marketing Academy Conference in Istanbul İstanbul Technical University, Management Engineering Department is happy to welcome you in İstanbul for the 42nd EMAC Conference in 4-7 June 2013. In every era, İstanbul has been the intersection point of Eastern and Western civilizations. This is owed not only to the strategic significance of its geographical position, but also to the city’s identity as a centre of experience, accumulation in culture, arts, sciences and technology. With a settlement history of more than thousands of years, this rooted city presents an absolute harmony of culture and civilization. Being the largest city of Turkey, İstanbul was the most crowded city of the world in 1502, then London took this title in 1840. İstanbul metropolitan province has 13.26 million people living in it as of December, 2010, which is 18% of Turkey's population which makes it the 3rd largest metropolitan area in Europe after London and Moscow. İstanbul, has a number of major attractions derived from its huge historical status as the capitals of the Byzantine and Ottoman Empires. These include the Sultan Ahmed Mosque, the Hagia Sophia, the Topkapı Palace, the Basilica Cistern, the Galata Tower, and the Grand Bazaar. Inspired by İstanbul’s location and cultural heritage that embrace east and west, the theme of the 42nd EMAC is; LOST IN TRANSLATION: Marketing in an Interconnected World.