28th INTERNATIONAL CONFERENCE
OF THE FRENCH ASSOCIATION OF MARKETING (AFM)
9 11 May 2012
Le Quartz, Cultural Centre, Brest
CALL FOR PAPERS
The 28th AFM conference, organized by the ICI research center (Information, Coordination and
Incentives, EA 2652), IAE de Bretagne Occidentale (the Institute of Business Administration of Western
Brittany), and ESC Bretagne Brest (the Graduate School of Management of Brittany, Brest) will take place at
Le Quartz in Brest on 9, 10 and 11 May 2012. Getting to BREST couldn’t be easier: be it by road, plane or
train, the city is certainly well connected and Le Quartz itself (Brest’s centre of culture) is just a stone’s
throw away from the station.
As with previous events, this year’s conference will be the ideal opportunity for marketing researchers and
professionals to meet and share ideas. Participants will also be able to discover first hand what’s new in
the industry in a sociable environment aimed at developing amicable relationships and strengthening ties
between members of our community. Some of the region’s industrial groups, such as DCNS and Armor
Lux, will be in attendance, as well as academic colleagues from Ireland the guest country in 2012. A
particular highlight of the conference is the organized trip to Océanopolis, the ocean discovery park
situated in Brest. (www.oceanopolis.com). Océanopolis is the flagship facility dedicated to knowledge of
the oceans and the showcase of French oceanographic research. With over eight million visitors over a 20-
year period, it has become the most visited tourist attraction in Brittany.
The 28th conference: scientific goals and specific theme
The AFM conference will be devoted to presentations and discussions of works on the latest conceptual
(new fields and concepts), and methodological (tools and methods) or empirical (new domains and
applications) advances in marketing research. Particularly encouraged are proposals for papers on
emergent themes that focus on theoretical perspectives or that use original methodological approaches. As
usual, papers on all themes are welcome, but we especially encourage the submission of papers about
social marketing – a concept that promises nothing less than a better quality of life! Highly relevant in
today’s world, social marketing has put the accent on the discipline of marketing itself, so much so that it
has become an indispensable tool when dealing with societal issues (such as education, ageing and
solidarity), and in conceptual fields (ethics, commitment and responsibility) and areas of application
(health, culture, and environmental protection). It also applies to different types of organizations (non-
market, and social and solidarity economy organizations) that are becoming increasingly part and parcel of
The conference constantly strives to innovate and as such, it offers the following different submission
Papers that present successfully completed research:
- full papers (15 pages or 27,000 characters) that present research (on a conceptual and/or
empirical level) that has been successfully completed. Accepted papers will be pooled in a session
on a similar theme. This process is carried out by the Conference Scientific Committee who will
also award two prizes: the best paper, and the best paper written by a young researcher (PhD
student or young PhD graduate who has successfully defended his/her thesis within the last three
- short papers: papers no longer than six pages (excluding the bibliography and appendices) that
also present successfully completed research, but in a more synthetic format. Overall, short papers
only form 30% of all accepted papers and are not eligible for the prize of best paper or best paper
written by a young researcher.
- videographs: filmed and edited documents (a 15- to 30-minute DVD accompanied by a 3-page
written summary) that present original Marketing-themed research.
- by mutual agreement, authors may suggest a special session that will include three different
papers, all with a common theme on an innovative, significant and topical subject.
Cases and teaching developments:
- sessions will be dedicated to marketing-related teaching developments. All cases must be currently
Instructions for authors can be found on the following site: http://www.univ-brest.fr/afm2012/
31 October 2011: Opening date for on-line submissions.
4 December 2011: Final date for on-line submission of papers.
7 February 2012: Notification to authors
15 February 2012: Opening of on-line registration
12 March 2012: Revised papers submission deadline