About TPM


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
TPM 2019 at Columbia Business School

Past TPM Conferences

Year HostSpecial Issue
2011Columbia Business School
Columbia University
2012Harvard Business SchoolMarketing Science
2013London Business SchoolJournal of Marketing Research
2014Kellogg School of Management
Northwestern University
International Journal of Research in Marketing
2015J. Mack Robinson College of Business
Georgia State University
Journal of Marketing
2016USAMays Business School
Texas A&M University
Journal of Marketing Research
Yonsei School of Business (Seoul, Korea)Journal of Marketing Research
2017Darden School of Business
University of Virginia
Journal of Marketing Research
2018UCLA Anderson School of ManagementJournal of Marketing Research
2019Columbia Business School
Columbia University
Journal of Marketing Special Issue: New Technologies and Marketing
2021Wharton School of Business
University of Pennsylvania
2022Goizueta Business School
Emory University
International Journal of Research in Marketing
2023HEC LausanneInternational Journal of Research in Marketing