About This Conference
Hosted by the UCLA Anderson School of Management at the UCLA Luskin Center, the 8th annual Theory + Practice in Marketing (TPM) Conference will be held at UCLA Meyer and Renee Luskin Center in Los Angeles, California 16–18 May 2018.
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.
Randy Bucklin, Anderson School of Management
Sunil Gupta, Harvard Business School
Donald Lehmann, Columbia Business School
Bernd Schmitt, Columbia Business School