DCR-member Dr. Sadrac Cénophat cherished his time at the 40th ISMS Marketing Science Conference, which took place in Philadelphia from June 13 - 16. The event brought together leading marketing scholars, practitioners, and policy makers with a shared interest in rigorous scientific research on marketing problems. Topics included (but were not restricted to) branding, segmentation, consumer choice, competition, strategy, advertising, pricing, product, innovation, distribution, retailing, social media, internet marketing, global marketing, big data, mobile targeting analytics, machine learning and algorithm, artificial intelligence, choice models, game theory, structural models, randomized control trials.
Dr. Cénophat was not only invited to present his paper on the "moderating role of marketing channel innovation on the relationship between industry informality and sales performance", which led to encouring feedback and fruitful discussions. He also took the opportunity to exchange with luminaries like Roland Rust on the importance of artifical intelligence on costumer relationships in the future.
The conference, Cénophat says, enabled him to form an idea of the quite promising future of relationship marketing.