Macromarketing in the Age of Neoliberalism

June 4 – June 7, 2013

Doctoral Colloquium, June 2 – 3, 2013

Schulich School of Business, York University, Toronto, Canada

Macromarketers study the cultural, social and political logic of markets and market systems, among other things. So, what then is the role and purpose of macromarketing in times of perpetual economic emergency, recognized even by respected cheerleaders of liberal market capitalism such as the Wall Street Journal and the Harvard Business Review as a crisis of capitalism? As we live in and study a system that produces increasing economic inequality, environmental degradation, new forms of apartheid, the celebration of Apple and the cruelty of Foxconn, new ethical obligations arise; an ethics that perhaps begins with recognizing that slave labor, trafficking of humans and human organs, the incarceration of millions, mass pauperization, and the violence drug and oil wars are not deplorable aberrations of the global capitalist system but are, in fact, constituent of its totality. Yet, the imperative or obligation of such an ethics is not at all clear. If we consider it our duty to study the linkages between the practices of individuals and organizations as actors in markets on the one hand and market processes as an overall coordination mechanism on the other, all we can say is that simply doing our duty as students of marketing systems may no longer do; we must also figure out the substance of our duty.

We thus encourage participants to explore the role of modern market systems in the production of overlapping antagonisms grounded in neoliberal capitalism; antagonisms that generate significant discontent among many of us: the looming ecological catastrophe, the privatization of collective intellectual property, the financialization of everyday life (education, healthcare, old-age security, etc.), and perhaps most importantly the effects of new forms of political, social and economic inclusion and exclusion.

The conference will therefore focus on the following fields:

Marketing systems and economies of servitude (incl. Service-dominant logic of marketing)

OPEN IN VIEWER

Schulich School of Business York University 4700 Keele Str. Toronto, ON M3J 1P3 Canada E-Mail: macromarketing@schulich.yorku.ca

Submissions

Submissions of papers should be sent no later than Monday, January 13, 2013. Acceptance of a paper implies that at least one of the authors must attend the conference and present the paper. All papers must show a clear indication of the purpose of the research, research method, major results, implications and key references. Authors should also indicate the track in which they would like to present their paper. Papers will be evaluated through a double blind review process, and authors will be notified of acceptance/rejection by end of February 2013.

Special Sessions

Proposals for special sessions should be sent no later than Monday, January 13, 2013 and must include a rationale, an outline of the issues to be discussed, as well as names and relevant qualifications of the proposed panel, workshop and session participants. A minimum of two double-spaced typed pages will be required to provide the necessary information. For the special sessions, paper abstracts must be attached to the session description (see paper submission information). Authors will be notified of acceptance/rejection end of February 2012.