The TPM Conference is motivated by the belief that a big part of the marketing academia is a bit too far removed from addressing substantive problems and focuses on more narrow methodological issues and esoteric phenomena disconnected with real world application. A lack of substantive focus not only threatens to make our field irrelevant, but also undermines the legitimacy of research at business schools.

The TPM Conference is designed to address this issue by showcasing research that focuses on substantive business problems and is supported by a sound methodology.

Hosted by Yonsei School of Business School and the Korean Marketing Association, the first Asia-based Theory + Practice in Marketing (TPM) Conference will be held at Yonsei School of Business in Seoul, Korea on June 24, 2016.

The 6th annual Theory + Practice in Marketing (TPM) Conference was held at Mays CityCentre in Houston, Texas on May 18-20, 2016.