Freedom Through Marketing: Looking Back, Going Forward
Hull University Business School
3-6 July 2017

The 50th Academy of Marketing Conference called for the transformational power of marketing to be used to make the world a more equitable place, embracing cultural diversity, breaking down boundaries and helping those that do not have a voice. We called on our brightest minds to engage with us in using marketing theory to establish freedom from inequality, injustice and oppression and to build a more peaceful world. And we asked the marketing community to reflect back on the theories of marketing and reassess how they might be used for the greater good.

The Academy of Marketing celebrated its 50th conference in 2017, when it was hosted by the Hull University Business School. The Business School is located in a Grade II listed building, with world-class conference facilities, which lies within the vibrant, green campus of the University of Hull. The Business School is AACSB accredited with a full complement of undergraduate and postgraduate programmes and has a thriving PhD community.

Hull was also the UK City of Culture in 2017 when it hosted a 365-day programme of the best art, music, performance and events in the country, including the world-famous Turner Prize.  Hull is also a bustling port city and a gateway to Europe with direct ferry links to the Netherlands and Belgium.

Hull was also famously the home of William Wilberforce who played a leading part in the abolition of slavery. Given this tradition of championing equality and freedom from oppression, we asked to receive papers that explored how marketing can break down cultural barriers, emancipate the consumer and citizen, and increase trade ethically in an international environment, leading to freedom from inequality, injustice and oppression.

Please note, all enquiries about the Conference should be emailed to

The Academy of Marketing would like to acknowledge the extremely generous support received from the Marketing Trust ( in funding Academy of Marketing Doctoral Colloquium Bursaries.

AM2017 Conference Proceedings ISBN is 978-1-5272-1271-8.

Conference partners:

Emerald Publishing 50
Kotler Impact Logo






Dianne Dean Conference Chair
Dr Dianne Dean
Stephen Dahl Conference Co-Chair
Dr Stephen Dahl
Haseeb Shabbir Conference Co-Chair
Dr Haseeb Shabbir
Professor Chanaka Jayawardhena Doctoral Colloquium Chair
Professor Chanaka Jayawardhena
Connect with @AMHull2017