Welcome note

Dear Researcher and Academic Colleagues,

in 2024, Pécs will once again host the national and international representatives of marketing education and research. We look forward to celebrating the 30th anniversary of the conference series together and invite members of the EMOK community to join us.

The most obvious manifestation of the doubling of our world is the increasingly difficult separation of the real and the virtual, with brands/products becoming increasingly active in the virtual space, even building their own virtual worlds. This dichotomy is also characteristic of the FMCG sector, if we follow the evolution of the conventional and free/vegan offer, which is no longer a phenomenon unique to the food market. And when we think of the corporate good, the reconciliation and fulfilment of profit and non-profit objectives is also a dual task and process. This duality is a feature of marketing in many areas today, and we invite speakers to bring their views together.

In line with the above reflection on the emergence of duality, the conference will welcome presentations primarily, but not exclusively, on the following topics:

• marketing strategy
• digital marketing
• consumer behaviour
• marketing- and market research
• responsible marketing
• food marketing
• business marketing
• non-business marketing
• tourism marketing
• innovation marketing
• marketing communication and campaign management
• multidisciplinary approaches to marketing

In addition to the plenary and session presentations, the conference will once again host the EMOK Educational Methodology Workshop, where participants will be able to learn about the work of the EMOK Innovative Marketing Course Competition. Research groups can also register for the conference with their own workshop (special workshop) or session (special session) to present their findings to the professional community and create opportunities for additional participants to attend.

On the pre-conference day, 26 August 2024, the PhD Forum will provide an opportunity for PhD students to present their research and to get to know each other; in addition to presentations by students who have already achieved results in their research, PhD students at the beginning of their studies are also welcome to give a short introduction.

The conference will also be organised in two thematic days. The first day of the conference will be dedicated to the traditional section presentations, while the second day will be dedicated exclusively to workshops.

I am confident that Pécs, the city of culture, and the Faculty of Business and Economics, University of Pécs will provide an excellent setting for the continuation of the high-quality professional discussions, exchanges of ideas and debates started in previous years.

We look forward to seeing you in the city of culture!

Krisztián Szűcs
Chairman of the Organizing Committee
Head of the Department of Marketing and Tourism
University of Pécs
Faculty of Business and Economics