Going Back to the Roots of Marketing

As marketing scholars, it is important to advocate for a return to the foundational principles of marketing with an approach that emphasizes the relevance and relationship of marketing research with industry while maintaining academic rigor. By doing so, we ensure our research remains impactful and addresses the practical needs of marketers, as well as contributing to the advancement of marketing knowledge. This conference proceedings focuses on re-visiting the foundational principles, history, and core purpose of marketing as a discipline and making marketing more meaningful. Featuring full papers presented at the 2025 Academy of Marketing Science Annual Conference, held in Montreal, QC, Canada, this book offers research, theories, methodologies, and case studies that align the foundations of marketing research with pressing societal needs and global challenges to demonstrate marketing research's continued relevance and its societal and social impact. Featuring topics such as human-AI interaction, consumer experience, sensory marketing communications, sustainability, diversity, equity, and inclusion (DEI), influencer marketing, AI in advertising, social and multi media, emerging technologies, among others, this book is a useful reference for marketing researchers, scholars, students, and policymakers. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.

Jasmine Parajuli Jasmine Parajuli is an Instructional Assistant Professor of Marketing in the School of Business Administration at the University of Mississippi. Her primary research interests include marketing leadership, crisis management, artificial intelligence in marketing strategies, and bibliometric analysis. She has published and presented her work in peer-reviewed journals and conferences such as the Journal of Marketing Theory and Practice, the Academy of Marketing Science, the Association of Collegiate Marketing Educators, the Southeast Marketing Symposium, and the International Society of Marketing. Dr. Parajuli currently serves as Proceedings Co-Editor and Director of Social Media for the Academy of Marketing Science. Before joining Ole Miss, she taught for two years as an Assistant Professor of Marketing at Southern Arkansas University. She has taught a range of courses, including Principles of Marketing, Retailing, Project Management, Social and Digital Media Metrics, Marketing Research, Consumer Behavior, Global Marketing, and Integrated Marketing Communications.Amrita Dey Amrita Dey is Assistant Professor of Marketing in the Daniels College of Business at the University of Denver (USA). Her research specializes in visual elements in marketing encompassing areas such as crowdfunding, innovation, prosocial products, and donations. Before joining academia, she led marketing for both B2C and B2B brands within the Tata and Mahindra Group of companies in India. Her work won numerous prestigious awards for marketing and innovation, including the “Wall Street Journal Asia Innovation Award”. Amrita holds several patents and design registrations.