The theme of EMAC 2017 is “Leaving Footprints”. Footprints reflect impact, offering evidence for having made a difference. Moreover, they leave a trail for others to follow. This theme highlights substantive academic marketing research that impacts marketing practice, policy makers, and society at large.
The theme fits the research climate at the Marketing Department at the Faculty of Economics and Business, University of Groningen. Building on the University-wide social themes Energy, Healthy Ageing, and Sustainable Society, the Marketing Department has a long tradition of conducting substantive research in close collaboration with marketing practice. This has among other resulted in the foundations of the Customer Insights Center.