About TPM
Mission
The Theory+Practice in Marketing (TPM) Conference seeks to increase the business relevance of research in marketing. TPM’s inaugural conference was held at Columbia Business School in New York in 2011 and since at other major business schools in the U.S. as well as Europe and Asia.
TPM is motivated by the belief that marketing academia is often too far removed from addressing substantive problems, and instead focuses on more narrow methodological issues and/or theoretical phenomena disconnected from real-world applications. This lack of substantive focus threatens to make our field irrelevant and undermines the legitimacy of research at business schools.
The founding chairs of the conference are:
- Bernd Schmitt, Robert D. Calkins Professor of International Business, Columbia Business School
- Sunil Gupta, Edward W. Carter Professor of Business Administration, Harvard Business School
- Don Lehmann, George E. Warren Professor of Business, Columbia Business School
Past TPM Conferences
| Year | Host | Special Issue |
|---|---|---|
| 2011 | Columbia Business School Columbia University | -- |
| 2012 | Harvard Business School | Marketing Science |
| 2013 | London Business School | Journal of Marketing Research |
| 2014 | Kellogg School of Management Northwestern University | International Journal of Research in Marketing |
| 2015 | J. Mack Robinson College of Business Georgia State University | Journal of Marketing |
| 2016USA | Mays Business School Texas A&M University | Journal of Marketing Research |
| 2016 Asia | Yonsei School of Business (Seoul, Korea) | Journal of Marketing Research |
| 2017 | Darden School of Business University of Virginia | Journal of Marketing Research |
| 2018 | UCLA Anderson School of Management | Journal of Marketing Research |
| 2019 | Columbia Business School Columbia University | Journal of Marketing Special Issue: New Technologies and Marketing |
| 2021 | Wharton School of Business University of Pennsylvania | -- |
| 2022 | Goizueta Business School Emory University | International Journal of Research in Marketing |
| 2023 | HEC Lausanne | International Journal of Research in Marketing |