Upcoming conference: Rethinking the Business to Business (B2B) label

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B2B marketing is an important sector in social sciences and relevant to many academics and practitioners. The B2B label has become out-dated; lacks focus, clarity and accuracy as a descriptive classification; and fails to inspire interest and enthusiasm. This event calls on marketers to rethink the B2B label by engaging relevant stakeholders: researchers, practitioners and educators, in an in-depth conversation on what B2B means today.

4th B2B colloquium – welcome talk by Dr Kaouther Kooli

Led by Dr Kaouther Kooli academics from the Department of Marketing, Faculty of Management (BU) and Professor Merlin Stone from St Mary’s University are co-organising a conference aimed at rethinking the Business to Business label. This event calls on marketers to rethink the B2B label by engaging relevant stakeholders: researchers, practitioners and educators, in an in-depth conversation on what B2B means today.

4th B2B colloquium – parallel session

The conference is taking place on 18thDecember 2017 at St Mary’s University Twickenham. The half day event will engage the B2B community (researchers, practitioners and educators) in an in-depth conversation on B2B marketing with the aim to define what B2B is and exchange new ideas about how to advance academic and practitioner thinking in this area.

Guest speakers include Professor Merlin Stone, Professor Len Tiu Wright (University of Huddersfield) and a senior B2B practitioner.

Round tables will be facilitated by Dr Kaouther Kooli, Dr Julie Robson and Dr Elvira Bolat, all of Bournemouth University and specialists in B2B marketing. A detailed programme can be downloaded in here.

Attendance is free. We are welcoming all academics, PhD candidates, UG and PG students as well as practitioners.

If you wish to attend, please confirm your attendance via email at merlin.stone@stmarys.ac.uk

Location: St Mary’s University, Twickenham, London. For instructions about getting to St Mary’s, see https://www.stmarys.ac.uk/contact/directions.aspx.

In that past three years, the B2B SIG (Academy of Marketing) has published two special issues in Journal of Customer Behaviour and Journal of Business and Industrial Marketing, featuring academic and practitioners’ research. At the moment Dr Kaouther Kooli is preparing new special issue for the Journal of Business to Business Marketing. If you wish to benefit from such amazing publishing and networking opportunities, do become a member of the SIG by emailing at kkooli@bournemouth.ac.uk or ebolat@bournemouth.ac.uk.

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