Marketing is a relatively new discipline in the history of science. Although, its scope covers one of the most dominant part of our practical life and all of us are deeply involved, from an academic perspective, after more than half a century, marketing is still struggling to achieve a reputation that a matured discipline has.
What is the message of this for the future? How will the discipline evolve? What will change as it is getting mature? EMAC 2022 will aim to explore the future scenarios and their effects.