Targeting marketing scholars, practitioners (e.g., marketing research and consulting professionals) and other interested groups and individuals, the MSC aims to create value by providing a critical understanding of all aspects of marketing, as they are situated in their particular psychological,...

The Marketing Spring Conference (MSC) is a scientific forum for researchers, practitioners and educators to present and discuss the most recent applications, trends, experiences and concerns in the field of Marketing.

The conference will discuss various strategic and practical issues, including: - Customer-driven channel management: Developing the right multi-channel strategy for the next decade. The future roles of the branch and the customer relationship model. Building micro-capabilities within each...