Aug 11 - Aug 12, 2022
Indian School of Business (ISB) is proud to host the next installment of the Marketing Strategy Meets Wall Street Conference from August 11-12, 2022.
The conference “Marketing Strategy Meets Wall Street” is a very successful conference that attracted approximately 200 researchers from all over the world, beginning with the 2009 conference at Emory University, Atlanta. Subsequently followed by conferences in Boston University (2011), Goethe University Frankfurt (2013), Singapore Management University (2015), American Marketing Association Conference in San Jose (2017) and INSEAD (2019). The major aim of the upcoming conference is to broaden the participation at the conference by bringing together researchers from marketing, accounting and finance and start to close the gap between research in these three areas.
In recent years, there has been a renewed emphasis in demonstrating that marketing investments can translate into profitable growth. The challenges in marketing measurement today are not limited to improving marketing mix models, assessing returns to marketing, or examining the right metrics, but creating the right combination of analytics, research and business case-based findings to guide both effective strategy and implementation. At the same time, the rise of new channels, such as the internet and mobile communication, and the increasing importance of word-of-mouth and sponsorship, make marketing resource allocation decisions much more complex. This conference aims to bring together scholars and practitioners in marketing, accounting and finance to address these key problems.