Fourth Great Lakes-NASMEI Marketing Conference – Highlights

Conference Brief

The fourth Great Lakes – NASMEI (North American Society for Marketing Education in India) marketing conference got underway today morning at the Great Lakes Campus. It is an annual event conducted by The Kotler-Srinivasan Center for Research in Marketing at the Great Lakes Institute of Management and NASMEI. The conference co-chairs include S. Bharadhwaj, Professor (Marketing), Great Lakes Institute of Management and V. “Seenu” Srinivasan, Adams Distinguished Professor of Management Emeritus, Graduate School of Business, Stanford University. It is among the finest International conferences in the Marketing area in India and is widely known for its superb research quality. This year too, the conference lived up to its reputation of drawing participants from distinguished schools across the World.

Uncle Bala and Professor Seenu Srinivasan with Dr Siva K Balasubramanian


The conference was inaugurated by Dr. Bala. V. Balachandran, Dean, Great Lakes. Dr. Bala while delivering the welcome address, traced his institution building record in India and took the opportunity to declare Dr. Tapan Kumar Panda, the director of PGPM program at Great Lakes. Dr Tapan. K. Panda has previously served as the officiating director at IIM Indore and was also professor of Marketing at IIM Indore. A photo of Professor Srinivasan was also unveiled in his presence.

Unveiling of Professor Seenu Srinivasan's Photo

Keynote Address

The keynote address of the conference was delivered by Dr. Siva K. Balasubramanian, Harold L. Stuart Professor of Marketing and Associate Dean, Illinois Institute of Technology, Chicago, USA. He spoke about Marketing to the Next Economy Consumer and challenges involved. He said that the next economy has powerful forces that accelerate the rate of technological change and rapidly redefine unmet consumer needs. In such a context, there are consumers who are extensively networked. Emphasizing that “Marketing has a very nice, eclectic and welcoming character”, he said, design and sociology would be two disciplines that have the highest potential to enrich marketing think in the next economy. He left the audience with the thought that, going forward, infinite touch points would be the marketing norm. The implication for marketing educators would be to move from received wisdom to a more inter disciplinary thinking.


The morning gave way to actual business when presentations went on in parallel tracks in different classrooms. Areas in which eminent faculty members and students presented their work include Modelling, Consumer Behavior, Corporate Social Responsibility, Customer Relationship Marketing, General Marketing and Integrated Marketing Communication.  There was also a special PhD session for doctoral students that went on parallel to these tracks.

Day 2 began with a key note address by Dr. Rajan Varadarajan, Ford Chair in Marketing & E-Commerce,Texas A & M University, USA. Presentations in the areas of Entrepreneurial Marketing, Education and Marketing, Hedonic Behaviors etc followed. The conference ended with a valedictory function and presentation of certificates.


– Sivaraman Natarajan

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