About This Conference


Hosted by The Darden School at the University of Virginia, the 7th annual Theory + Practice in Marketing (TPM) Conference will be held at Darden in Charlottesville, Virginia 10–12 May 2017.

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.

Conference Co-Chairs
Thomas Steenburgh, Darden Business School
Raj Venkatesan, Darden Business School
Kim Whitler, Darden Business School
Sunil Gupta, Harvard Business School
Donald Lehmann, Columbia Business School
Bernd Schmitt, Columbia Business School