Radical Marketing, meet Newcastle upon Tyne”: Reflections on a memorable AM2016

Fraser McLeay, Nigel Coates, Elmira Djafarova, David Hart, Helen Woodruffe-Burton

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Marketing has evolved over time to meet the constantly changing environment in which it operates. Some contemporary marketing practices could never have been envisaged only a decade or two ago, while some remain true to the founding tenets of the marketing tradition. Radical marketing spans both the traditional and the truly innovative; ‘radical’ is a term which describes both the fundamental (stemming from the roots of modern and postmodern marketing), as well as that which is challenging, cutting edge and inventive. The 2016 Academy of Marketing (AM2016) conference, hosted by Newcastle Business School at Northumbria University in the North East of England adopted radical marketing as their conference theme.
Original languageEnglish
Pages (from-to)673-678
JournalJournal of Marketing Management
Issue number10
Early online date7 Aug 2017
Publication statusE-pub ahead of print - 7 Aug 2017


  • radical marketing
  • marketing
  • conference
  • academy of marketing


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