Marketing has evolved over time to meet the constantly changing environment in which it operates. Some contemporary marketing practices could never have been envisaged only a decade or two ago while some remain true to the founding tenets of the marketing tradition. Radical marketing spans both the traditional and the truly innovative; ‘radical’ describing both that which is fundamental, stemming from the roots of modern (and postmodern!) marketing, as well as that which is challenging, cutting edge and inventive.
The Academy of Marketing 2016 Conference, hosted by Newcastle Business School at Northumbria University aimed to bring together the brightest and best research and ideas in contemporary marketing, whether they are built on traditional marketing theories and practices or breaking completely new ground. As the first institution in Europe to be awarded double AACSB accreditation in business and accounting and with more undergraduate programmes accredited by EPAS than any other UK university, Newcastle Business School is a vibrant and dynamic leader in business education internationally.
The Academy of Marketing would like to acknowledge the extremely generous support received from the Marketing Trust (www.marketingtrust.org) in funding Academy of Marketing Doctoral Colloquium Bursaries.
Professor Fraser McLeay
Professor Helen Woodruffe-Burton
Dr David Hart