20/20 Vision
Edge Hill University
7-9 July 2020


You can download the full Call for Papers and Guidelines for Submissions:

AM 2020 Call for Papers 06012020 (Version date 6 January 2020)

The AM2020 Main Conference Online Paper Submission System is open


*Please note there is a separate Call for Papers and Online Paper Submission System for the AM2020 Doctoral Colloquium – the deadline for submissions to the AM2020 DC has now passed and the DC paper submission system is now closed.


Call for Papers and Guidelines for Submissions

This document contains the following information:

1. Key Dates
2. Conference Theme
3. Conference Tracks
4. Submission Guidelines
5. Terms and Conditions

1. Key Dates

Please note the following key dates:

13th January 2020 Closing date for submission of Doctoral Colloquium papers and Open Workshop Proposals

27th January 2020 Final closing date for submission of Competitive, Working & Workshop papers
13th April 2020 Paper acceptance confirmed
27th April 2020 Revised paper deadline
4th May 2020 Early Bird Registration closing date
1st June 2020 Final registration date for conference for all presenting authors
6th July 2020 Doctoral Colloquium 2020
7th-9th July 2020 AM Conference 2020

Final Deadline for submission of Competitive, Working & Workshop papers is midnight GMT 27th January 2020
Conference contact email address: am2020@edgehill.ac.uk, tel. +44 (0)1695 657656

2. Conference Theme – 2020 Vision

In 2020 it is our contention that perfect vision is needed to understand marketing. We need 20/20 vision with new, different perspectives to enable us to respond and adapt to our fast changing environment. For this theme we welcome papers that look back into the past of marketing, but we also want to encourage a focus on the future. Research on issues such as sustainability and responsibility as well as those exploring the digital and virtual world are increasingly valued and important concepts within marketing which need to be refined and interrogated with insights from other disciplines. In short, we welcome all that is deemed visionary, from the norms to the obscure and unorthodox.

3. Conference Tracks

Please find below the range of conference tracks where you should seek to place your paper.

• Arts and Heritage
• Brand, Identity and Corporate Reputation
• Consumer Culture Theory
• Consumer Research
• Critical Marketing
• E-Marketing and Digital Marketing
• Entrepreneurial and Small Business Marketing
• Fashion Marketing and Consumption
• International Marketing
• Marketing Education
• Marketing of Higher Education
• Non-Profit and Social Marketing
• Political Marketing
• Retail Marketing
• Services and Customer Relationship Marketing
• Strategic Marketing
• Sustainability and Ethics
• Tourism and Place Marketing
New Tracks for AM2020
• Gender and Sexual Orientation in Marketing
• Historical Research in Marketing

4. Doctoral Colloquium

The Academy of Marketing Doctoral Colloquium is a forum for doctoral students to meet and discuss their work with each other and experienced research mentors. It will take place on Monday 6th July immediately prior to the Academy of Marketing 2020 conference. The colloquium will be held in a collaborative, open and friendly atmosphere. All topics and methodological approaches within the broad field of marketing and consumer behaviour are welcome and doctoral students at different stages of their research can apply to participate.

Doctoral presentations at the colloquium will take place in parallel tracks based on the conceptual and/or methodological focus of the participants work alongside the stage of their doctoral work. In addition, there will be faculty presentations designed to help students plan and manage their dissertation process.

A limited number of Bursaries will be available to assist full-time Doctoral Students to attend the Doctoral Colloquium at AM2020. Authors of papers accepted for the AM2020 Doctoral Colloquium will be contacted with details on how to apply for a Bursary.

Please see the separate AM2020 Doctoral Colloquium Call for Papers for detailed instructions. Please note that there is a separate online submission system for DC papers – they should not be submitted into the main Conference Submission system.

5. Guidelines for Conference Submissions

Competitive Papers

These must be:

• Original
• A maximum of 6 pages excluding abstract, appendices and references (Papers may contain tables and figures)
• The online system will ask for an abstract to be inputted separately (maximum 200 words)
• Appendices and references must each begin on a new page, but be uploaded as part of the paper
• Submitted in long abstract form without the name of the paper’s author or indication of their institution (The online system will keep a record of these details)
• Please also ensure that all identifying information is removed from the document properties.
• Please see the General Guidelines for All Papers for detailed formatting instructions.

Working Papers

These must be:

• A maximum of 3 pages excluding abstract, appendices and references. (Papers may
contain tables and figures). You will be asked to clearly identify which aspect (s) of this paper remain a work in progress (e.g. conceptualisation, data collection, data analysis, conclusion)
• The online system will ask for an abstract to be inputted separately (maximum 200 words)
• Appendices and references must each begin on a new page, but be uploaded as part of the paper
• Submitted in long abstract form without the name of the paper’s author or indication of their institution (The online system will keep a record of these details)
• Please also ensure that all identifying information is removed from the document properties.
• Please see the General Guidelines for All Papers for detailed formatting instructions.

Competitive Workshops

The 2020 Conference will host the presentation of competitively reviewed work through expert driven workshops. Each workshop will:

i) address a cutting-edge theoretical, methodological or pedagogical issue in marketing
ii) involve 10-15 participants who submit a competitive expression of interest paper to the workshop organisers
iii) run in parallel for 2½ hours on the first 2 days of the conference

There are two types of competitive workshop this year

Submission only – these are only open to people who submit, and have accepted, a Competitive Expression of Interest Paper. These small group workshops may be run in a number of ways, for example, all participants read the papers in advance and then have a round table discussion / groups may be established around themes to break-out and engage in dialogue on a suggested theme / a limited workshop could be run on some technical basis, e.g. videography. The idea is to establish networks and potentially produce collaborative work.

Submission plus Delegate – people submit Competitive Expression of Interest Papers, and those papers that are accepted are invited to form the core group around which the workshop will be organised. This type of workshop will also be open to delegates to attend, so should include interactive elements. This is an opportunity for authors to raise awareness of their research in a collaborative format.

Competitive Expressions of Interest Papers should be a maximum of 4 pages long and adhere to General Guidelines for All Papers. Papers will not be presented in the traditional way during the workshops; rather, attendees will be given access to the papers for their chosen workshop in advance of the conference and those papers will form the basis of the activities during the workshop as advanced by the workshop leaders. Papers should be submitted through the online Conference paper submission system via the link at the Conference website. When submitting your paper, choose “Workshop” for type of paper, then select the correct Workshop from the Track drop-down list. Authors may submit to one Workshop on each day, and they may not submit the same paper to more than one Workshop. Delegates should register for their preferred Workshops when completing the Registration Form, and places will be allocated on a first come, first served basis. Delegates will be notified of their assigned Workshops on Registration at the Conference).

The AM Workshop Lead is Professor Nick Lee of Warwick Business School. All questions or queries on the workshops should be directed to the AM Admin Office in the first instance, admin@academyofmarketing.org

For the detailed Call for Papers for all of the Workshops, visit the Workshops page of the website

Competitive Workshop List

Tuesday 7th July

  • Engaging with communities and practitioners for consumer research with social impact (CRSI) [submission plus delegate style of workshop], Workshop chairs: Maria Piacentini (Lancaster University Management School), Kathy Hamilton (Strathclyde Business School), Emma Banister (Alliance Manchester Business School)
  • Identifying the not-for-profit marketing visionaries [submission plus delegate workshop], Workshop chairs: Fran Hyde (University of Suffolk) and Sarah-Louise Mitchell (Oxford Brookes University)
  • Prefiguring Consumption [submission only], Workshop chairs: Katherine Casey (University of Limerick) & Mark Tadajewski (University of York, UK; Royal Holloway, University of London, UK). Papers submitted to this workshop will be considered for publication in a special edition of JMM.
  • What Value Does Marketing Bring to a Business? [submission plus delegate style of workshop], Workshop chairs: Laura M. Chamberlain (Warwick Business School) & Maggie Jones (Chartered Institute of Marketing)

Wednesday 8th July

  • Harnessing the Power of Word-of-Mouth [submission plus delegate workshop], Workshop chairs: Anton van Weert (Sanquin Blood Supply Foundation, The Netherlands) and Rahul Chawdhary (Kingston University London, United Kingdom)
  • Are We Being served? How effective are customer engagement strategies of UK retailers. (submission plus delegate workshop) Workshop Chairs: Kim Cassidy (Edge Hill University) and Bill Grimsey (Retail Consultant)
  • Feminism and Marketing: The Intersections (submission plus delegate workshop). Workshop Convenors: Pauline Maclaran, Royal Holloway University & Lorna Stevens, University of Bath

Open Workshops

In addition to the Workshops listed above, we invite the submission of proposals to host an ‘Open Workshop’. (These replace the ‘Special Sessions’ held at previous AM Conferences). The aim of Open Workshops are to provide marketing academics and researchers with a forum to disseminate and share ideas, perspectives and theories relating to a specific area of marketing, ideally in line with the conference theme. They also offer a networking opportunity for researchers to meet others who share a similar research direction. Open Workshops do not require prospective attendees to submit papers, they are open to any delegate to attend. We ask for proposals for Open Workshops to be submitted by midnight GMT 13th January 2020. These should be emailed to admin@academyofmarketing.org  The subject heading should be ‘Open Workshop Proposal’. Open Workshops will be held on the mornings of the first 2 days of the conference. Please note that there is limited space in the programme, and successful Open Workshop proposals will be notified by 1 March 2020.

Open Workshop proposals should:
• Indicate the topic and its relevance to the conference theme
• Contain a cover page that includes the title and the proposer’s details
• Specify the ideas and issues that will be covered in the special session
• Specify speakers
• Any other important information

General Guidelines for All Papers

File type: All papers, title pages and reference pages must be submitted as Word documents (.doc, .docx, .rtf).
Papers submitted must not include the name(s) of the paper’s author(s) or indication of their institution(s). (The online paper submission system will keep a record of these details). Please also ensure that all identifying information is removed from the document properties.

All papers must be submitted online via the AM 2020 website. Papers must adhere to the page limits given in the Call for Papers. A link to the online paper submission system will be provided from this webpage.


There is a 6-page format for competitive papers and a 3-page format for working papers:

• A4-page formatted
• 2.5cm margins on all sides
• Single spaced throughout
• 12-point Times Roman font (except for the title, which must be 14-point Times Roman)
• Figures and tables may be included within the body of the text
• Footnotes must be at the bottom of the page, kept to a minimum and numbered consecutively throughout the text in superscript Arabic numerals
• Displayed formulae must be numbered consecutively throughout the paper – (1), (2) etc. against the right-hand margin
• Appendices should only be included if absolutely necessary. Appendices are additional to the 3/6-page paper count

Number of papers

Authors may submit no more than 3 papers in total and authors are not permitted to submit the same paper to different tracks.

Tracks: Each competitive and working paper may only be submitted in one track. Authors should identify the most suitable track relating to the subject matter. You can see the full list of Tracks in the earlier section of this document
Abstracts: These should state briefly and clearly the purpose, method, results and conclusions of the work, and should be less than 200 words in length
E-mails: When submitting, please complete all the registration fields and use the same email address consistently as this is the only way the system can contact you
• Authors must submit a complete paper for review (6 pages Competitive paper / 3 pages Working paper / 4 pages Workshop paper). When making their submission, Authors will be given the option to choose, if their paper is accepted, whether the paper is published in full in the Conference Proceedings, or just the Abstract. Authors of accepted papers will be asked to upload a final version of their paper into the online paper system.


Reference pages are additional to the 3/6-page paper count.

References must be presented in APA (American Psychological Association) Style. You can find detailed guidelines about exactly how references should be presented from the Instructions for Authors page of the website of the official journal of the Academy of Marketing, the Journal of Marketing Management – https://www.tandfonline.com/toc/rjmm20/current

In text references:
References are cited in the text in alphabetical order, separated by a semi-colon.
“Recent work (Other & North, 2010; South, 2012)…” or “Recently, Jenkins (2012) has stated …”.

Journal Article:
Campbell, N., Sinclair, G. & Browne, S. (2019). Preparing for a world without markets: legitimising strategies of preppers. Journal of Marketing Management, 35(9-10), 798-817. https://doi.org/10.1080/0267257X.2019.1631875

Jenkins, S., Lloyd, G. & Jones, T. (2012). Marketing Relevance. London: Sage.

Contributions in books, proceedings etc.:
Richards, A. (2011). Marketing Research: Impact and Influence on Practice. In Jenkins, S., Lloyd, G. & Jones, T. (Eds.), Marketing Relevance (pp.240-256). London: Sage.

Further Information for Authors of Competitive and Working Papers

Reviewers will rate your paper with a score of 1-5 according to the following criteria:

• Contribution to knowledge
• Structure and presentation
• Literature review
• Theory development
• Methodology
• Data analysis and interpretation
• Discussion/Conclusions

Each criterion is rated on a 1-5 scale where 1 = ‘very poor’ and 5 = ‘very good’. Where the criterion is inapplicable, it is categorised ‘N/A’.

For fairness and consistency of treatment, we are keen to acknowledge the importance of keeping to the page limits for submitted papers (i.e. a maximum of 6 pages excluding abstract, appendices and references for competitive papers, and a maximum of 3 pages excluding abstract, appendices and references for working papers).


Specific comments for the author(s) will also be provided.

The most outstanding Competitive Papers will be considered as potential submissions for the Conference Special Issue of the Journal of Marketing Management. Authors of the most outstanding papers will be given the opportunity to submit a full paper adhering to the Journal of Marketing Management guidelines. The short-list of submitted papers will then be subject to further review rounds in order to select those papers to be included as articles in the Conference Special Issue of the Journal of Marketing Management.

6. Terms and Conditions

Authors agree to abide by the following terms and conditions associated with submitting a paper for the AM 2020 Conference:

1. The deadline for submission of papers is Midnight GMT 27 January 2020. All papers will be independently blind-reviewed by at least two reviewers. Authors should, therefore, ensure that their names or any author-identifying information are not included, either in the text of the document, properties of the file or the file name. The language of the conference is English and all papers should be in English.

2. All papers submitted (competitive, working, workshop or Doctoral Colloquium) should follow the submission guidelines provided in relation to references. All author and co-author details will be inputted as part of the online submission form and the Organising Committee will only contact the author who submitted the paper.

3. The decision of the AM 2020 Conference Chair in relation to the acceptance of the papers is final.

4. Authors will be notified of acceptance, rejection and/or suggested modifications as soon as the review process has been completed. Authors should act on feedback and comments provided by the AM 2020 reviewers in order to ensure high quality conference proceedings. Please keep an exact copy of the final paper for future reference.

5. By submitting a paper to be reviewed, the author(s) are indicating that at least one of the authors will attend the conference and present the paper. Any papers not presented by an author/co-author will not be published in the Conference Proceedings.

6. All attendant presenters must register for the AM 2020 Conference and pay the registration fee by the required date (1 June 2020), or their paper will be withdrawn.

7. Successfully refereed papers will be published in the Academy of Marketing (AM) 2020 Conference Proceedings. The Conference Proceedings are registered with an ISBN, and copies of the proceedings are deposited with the 6 UK National Libraries and the Chartered Institute of Marketing Library. The Conference Proceedings will also be available online from the Academy of Marketing website.

By submitting your paper (Contribution) to the Academy of Marketing Conference:

You warrant that the Contribution will be original, will not violate or infringe any existing copyright or other right (of whatever nature) of any third party; will contain nothing obscene, blasphemous, defamatory, misleading or otherwise unlawful; and will contain no factual statements which are not true or based upon generally accepted research practices; and you further warrant that you have full power to enter into this Agreement.
If the Contribution does not conform to the warranties set out in this paragraph, you will indemnify the Academy of Marketing and Edge Hill University against any claims, loss, injury, damage or costs (including legal costs) that arise as a result of your breach of warranty. You will be responsible (at your expense) for obtaining permission for the inclusion in the Contribution of any third party copyright material.
Copyright in the Conference Proceedings as a whole is with the Academy of Marketing. Authors retain the rights to their individual papers included in the proceedings, and by submitting their work for presentation at the Conference, authors grant a royalty-free, non-exclusive licence to the Academy of Marketing to reproduce the Contribution throughout the world in all forms (present, future and contingent, and including all renewals, extensions, revivals and all accrued rights of action).
The Academy of Marketing will have the right, where we consider it necessary, to revise, edit, amend and correct the Contribution in the interests of the relevance, consistency and quality of the style and content of the Proceedings as a whole. The Academy of Marketing will have the right to decline to publish the Contribution if, for any reason, it fails to meet with our full satisfaction.
The Academy of Marketing, Edge Hill University, their publisher and staff take no responsibility and accept no liability whatsoever for the accuracy, impact, or consequences of any paper published in the conference proceedings, whether refereed or not. Papers reflect the authors’ opinions, not those of the Academy of Marketing, Edge Hill University, their publisher, or their staff.