Contemporary Issues in Marketing

The Marketing track at the IBA-SBS International Conference, 2022 invites contributions related to different contemporary research areas in marketing. The emerging use of technology to understand consumers like Neuromarketing and its applications as well as the use of analytics to study consumer behavior are potential areas of research. The track also invites contributions from scholars in other areas of marketing including, but not limited to, ethical marketing, contemporary buying behaviors, and marketing activities in emerging markets amid COVID-19. Following are some of the topics that are of interest in this track. The list is suggestive rather than exhaustive and other topics are welcome.


  • Applications of Biometrics and Neuroscience in Marketing
  • Impact of Neuroscience on Measuring Advertising Effectiveness
  • Neuromarketing and the Changing Marketing Landscape
  • Neuroimaging & Eye Tracking Methodologies
  • Neuromarketing & Ethics

Digital Marketing

  • Digital Marketing during COVID-19
  • Mobile Marketing
  • Social Media Marketing
  • Digital Marketing in Developing Countries
  • Ethical and Privacy Concerns in Digital Marketing

Marketing Analytics

  • Customer Analytics
  • Customer Lifetime Value (CLV) using Analytics
  • Retail Analytics
  • CRM and Analytics
  • Ethical Concerns in Use of Analytics

Different topics in Marketing Management and Consumer behavior

  • Consumer Research
  • Attitude Research
  • Entrepreneurial Marketing
  • Retail Marketing
  • Consumption and Sustainability
  • Tourism Marketing amid COVID-19

Track Chair

Dr. Beenish Tariq

Dr. Beenish Tariq
Assistant Professor