Marketing has entered a transformative era shaped by technological disruption, geopolitical instability, economic volatility, environmental challenges, and rapidly evolving consumer expectations. In this increasingly uncertain environment, organizations are challenged to develop resilient marketing strategies that not only respond to change but also create sustainable value for customers, businesses, and society.

Artificial intelligence, digital platforms, data-driven decision-making, sustainability imperatives, and evolving stakeholder expectations are reshaping how organizations understand consumers, build brands, design services, create customer value, and compete in increasingly dynamic markets. At the same time, global uncertainty requires marketers to rethink traditional approaches by fostering trust, resilience, responsible innovation, and long-term customer relationships.

The Marketing Track welcomes theoretical, empirical, conceptual, methodological, and interdisciplinary research that advances marketing knowledge and provides practical insights for organizations navigating business transformation in the age of global uncertainty. We invite submissions employing quantitative, qualitative, mixed-methods, experimental, case study, review, bibliometric, and emerging rigorous analytical approaches.

Researchers and practitioners are invited to submit papers related to, but not limited to, the following themes:

1. Transformative Consumer Research (TCR) and Consumer Well-being

• Marketing’s role in enhancing consumer well-being, dignity, resilience, and social outcomes in uncertain environments.
• Behavioral interventions, nudging, and social marketing strategies that encourage responsible, sustainable, and healthier consumption choices.
• Consumer vulnerability, inclusion, accessibility, and marketplace justice, particularly for underserved, marginalized, and digitally excluded consumers.
• Transformative consumption, technology-enabled consumption and services, and responsible AI for improving individual, community, and societal well-being.

2. Service Marketing, Customer Experience and Value Creation

• Service innovation, service design, service ecosystems, and value co-creation for creating resilient and customer-centric organizations.
• Customer experience, customer journeys, customer engagement, relationship marketing, and customer loyalty across physical, digital, and AI-enabled service environments.
• Service quality, customer trust, service recovery, complaint management, and organizational resilience for sustainable service excellence in an era of global uncertainty.
• Human–AI collaboration, AI-enabled frontline service technologies, service automation, and digital service transformation.

3. Sustainable, Ethical, and Responsible Marketing

• Ethical branding, responsible advertising, and stakeholder engagement in the age of AI and digital transformation.
• Corporate sustainability, ESG (Environmental, Social, and Governance), circular economy, and responsible innovation for long-term business resilience.
• Sustainable consumption, consumer well-being, and marketing strategies that promote responsible behavioral change.
• Ethical AI, algorithmic transparency, data governance, and inclusive marketing for sustainable and equitable societies.

4. Artificial Intelligence, Digital Marketing and Emerging Technologies

• Generative AI, marketing automation, digital platforms, and emerging technologies transforming customer experiences, engagement, and business performance.
• Artificial intelligence, big data, marketing analytics, and data-driven decision-making for strategic marketing and business transformation.
• Responsible AI, consumer privacy, ethical data governance, algorithmic transparency, and trust in digital marketing.
• Emerging technologies, including augmented and virtual reality (AR/VR), neuromarketing, and immersive digital experiences, shaping responsible and sustainable consumer behavior.

5. Tourism, Hospitality and Destination Marketing

• Destination branding, place marketing, nation branding, and destination competitiveness, including positioning Pakistan as a competitive global tourism destination.
• Sustainable, regenerative, and resilient tourism, hospitality, and event management that create value for visitors, communities, and the environment.
• AI, smart tourism, digital platforms, digital twins, immersive technologies (AR/VR), and data-driven innovations transforming tourism and hospitality experiences.
• Tourist behavior, customer experience, cultural heritage, stakeholder collaboration, and innovation in tourism and hospitality marketing.

6. Entrepreneurial Marketing, Innovation and Business Transformation

• Entrepreneurial marketing strategies, innovation, and business model transformation for startups, SMEs, and high-growth ventures.
• Digital transformation, marketing capabilities, and technology-driven innovation for building resilient and competitive organizations.
• Opportunity recognition, market creation, entrepreneurial ecosystems, and value co-creation in dynamic and uncertain environments.
• Strategic and entrepreneurial marketing, organizational resilience, and sustainable business growth in the age of global uncertainty.

7. Brand Management, Corporate Reputation and Marketing Communications

• Brand management, brand equity, brand positioning, and corporate reputation for creating sustainable competitive advantage.
• Brand authenticity, brand purpose, stakeholder engagement, and responsible branding in the age of AI and global uncertainty.
• Integrated marketing communications, digital branding, social media branding, influencer marketing, pricing strategies, and value communication across traditional and digital channels.
• Corporate social responsibility (CSR), brand activism, consumer trust, and brand resilience in dynamic and evolving marketplaces.

8. Marketing and Public Policy

• Marketing's role in shaping responsible business practices.
• Influence of marketing on regulatory and policy decisions.
• Public policy interventions, ethical regulation, and responsible marketplace design.
• Marketing strategies supporting the Sustainable Development Goals (SDGs) and societal well-being.

9. Inclusive and Equitable Marketing

• Diversity, equity, inclusion, and accessibility in marketing strategy and practice.
• Inclusive innovation, digital accessibility, and equitable customer experiences.
• Marketing for vulnerable, underserved, and marginalized consumer groups.
• Cross-cultural marketing and inclusive marketplace participation.

Please note: The above list is indicative rather than exhaustive. We encourage submissions that offer fresh theoretical insights, rigorous empirical evidence, and practical relevance for transforming business in an increasingly uncertain world.

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