TPM Conference

Theory and Practice in Marketing
(TPM Conference)

May 16-18, 2018

UCLA Meyer and Renee Luskin Conference Center
425 Westwood Plaza
Los Angeles, CA 90095

About This Conference

 

The 8th annual Theory and Practice in Marketing (TPM) Conference was held on the UCLA campus in Los Angeles, California from May 16 - 18, 2018. The conference was sponsored and hosted by the Morrison Family Center for Marketing and Data Analytics at the UCLA Anderson School of Management. 

The TPM Conference was founded on the belief that a big part of marketing academia is too far removed from addressing substantive problems, focusing on narrower methodological issues and esoterica phenomena disconnected with real world application. This lack of focus threatens to make our field irrelevant and undermines the legitimacy of research at business schools. 

Conference Co-Chairs:
Randy Bucklin
Sunil Gupta
Donald Lehmann
Bernd Schmitt

Conference Photos

 

Keynote Speaker

 

CGM Career Development

Wes Nichols is a Board Partner at Upfront Ventures, one of California's largest venture capital firms, and a serial technology entrepreneur, an active investor and advisor. Wes is an industry authority in predictive analytics, AI/machine learning, and technology. Wes is the author of the Harvard Business Review cover story, Analytics 2.0, on next-generation analytics to drive more predictive decision-making. 

Most recently, Wes was the Chief Strategy Officer at Neustar (NYSE: NSR), the leading company in authenticated identity, which was acquired by Golden Gate Capital in December 2016 in a $2.9 billion take-private transaction. A year earlier, Neustar acquired his company, MarketShare, where he was co-founder and CEO. MarketShare's analytics SaaS solutions is the industry leader in marketing resource planning and attribution. Acquired by Neustar for nearly $500 million, MarketShare was backed by FTV Capital, Elevation Partners and Silver Lake Partners.                                                                                         

Prior to starting MarketShare, Wes was with Omnicom Group (NYSE: OMC) as President and CEO of TBWA's digital business, working with Nissan, Sony, Pfizer, and other brands. Prior, he was the founder and CEO of Direct Partners, building from scratch one of the industry's first data-driven analytics companies, which was acquired by Omnicom Group. Wes is a member of the Board of Directors of TrueCar (NASDAQ: TRUE), Comscore (NASDAQ: SCOR), computer vision software company GumGum, and a Trustee of Randolph-Macon College. Wes is an active member in both Young Presidents Organization (YPO). Wes is the 2016 winner of the EY Entrepreneur of the Year Award and was nominated as a Technology Pioneer by the World Economic Forum (WEF). Wes graduated from Randolph-Macon College and The Johns Hopkins University, with degrees in Psychology and Business, respectively. He is currently enrolled in the executive education program at Harvard Business School.  

Call for Submissions

 

We invite your submissions to the 8th Theory and Practice of Marketing (TPM) Conference at UCLA Anderson. Previous TPM Conferences were hosted by the Darden School of Business, Columbia Business School, Harvard Business School, London Business School, Kellogg School of Management, J. Mack Robinson College of Business, and Texas A & M University.

The TPM Conference believes a big part of the marketing academia is too far removed from addressing substantive problems, focusing on narrower methodological issues and esoteric phenomena disconnected with real world application. This lack of focus threatens to make our field irrelevant and undermines the legitimacy of research at business schools.

The TPM Conference addresses this issue by showcasing research that focuses on substantive business problems supported by a sound methodology. The emphasis of research should be on relevance and impact with broad managerial implications.

Submission Guidelines:

We encourage you to submit your most impactful research for presentation at the TPM Conference. Submissions should be no more than 10 PowerPoint slides and must include the following:

  1. Audience and Motivation: What is your research motivation? Whose problem are you solving? In the first one to two slides, clearly establish the research motivation and identify a target audience and the issue they’re grappling with.
  2. Results: In the next one to two slies, describe the principle finds in words. 
  3. Method: In the next three to five slides, briefly describe your methods, specific numerical results, and limitations/generalizability.
  4. Linking Theory to Practice: On the last slide, clearly describe how your research links marketing theory to practice.

Remember that the audience is not purely academic, so your slides and presentation need to be easily understood by both scholars and managers.

A committee of experts will select the submissions to be presented at the conference. Judging from previous years’ conferences, selection is highly competitive.

SUBMISSION DEADLINE: MARCH 1, 2018

Please email your slides to: TPM@anderson.ucla.edu

Instructions for Submitting 2018 TPM Conference Papers to JMR

The deadline for submission of conference papers to JMR for consideration in the special TPM section is October 1, 2018. Authros should submit their manuscripts through the regular JMR portal (do not send them to the TPM committee) and answer "yes" and write "TPM" for the question regarding whether the paper is for a special issue. JMR will provide special instructions to AE's and reviewers for consideration of the conference papers. A select group of AE's will handle the papers, drawn from members of the TPM committee, TPM conference chairs, practice prize winners, and other practice-oriented senior scholars. Manuscripts invited for revision will need to adhere to submission deadlines in a tight revision schedule (i.e. 6 months instead of 1 year). 

For any inquiries regarding the TPM Conference, please email Riana Hull, TPM@anderson.ucla.edu.