The Origin of TPM
A large number of scholars believe that the marketing field has moved away from addressing substantive problems and has focused instead on methodological issues. While rigorous methods are essential to scientific progress, a lack of substantive focus can quickly make our field irrelevant. There are already strong indications that our journals have no major impact on the decision making of line managers or senior marketing professionals.
We hope that TPM will become an annual conference and it will encourage marketing scholars to address important and relevant substantive questions in the marketing field. Thus, for the 2012 TPM conference, we have chosen one of the most essential topics of our field: marketing strategy.
TPM began with a 2011 symposium supported by Columbia Business School and Harvard Business School that was organized by Professors Bernd Schmitt, Donald Lehmann and Sunil Gupta, and brought together more than 80 marketing professors from leading business schools.
