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Marketing scholars meet to discuss customer value
15 June 2017
Prof Gené van Heerden, Associate Professor in the Department of Marketing Management, attended the Academy of Marketing Science (AMS) conference from 24 to 26 May 2017 in San Diego, California. The theme for the conference was ‘Back to the future: Using marketing basics to provide customer value’.
This conference annually brings together marketing scholars from across the globe, but primarily from the USA, to discuss contemporary research in the discipline of marketing. With an impressive 19 tracks, sessions on ‘meet the editors’ and various panel discussions, the AMS conference is one of the most prominent conferences in the field of marketing. Prof Van Heerden was one of the authors on a paper titled
‘Mapping country wine brand personalities: Examples from five nations’, which was presented as part of the track titled ‘I heard it through the grapevine: A variety of product stories and tales from wine research’.
This year for the first time, AMS offered an opportunity for a professional development seminar and certificate programme on teaching digital marketing. This topic is currently regarded a relevant and important one in the discipline of marketing and Prof Van Heerden was fortunate to participate in this programme. She also attended the post-conference workshop on partial least squares structural equation modelling (PLS-SEM) offered by two of the leaders in this field, namely Prof Joe Hair and Dr Marko Sarstedt. PLS-SEM is currently one of the methodological techniques debated in the field of marketing.
Prof Van Heerden said: “This conference provided opportunity to improve the work we do, to extend our network within the global marketing community and to engage with scholars on topics relevant to the development of the discipline of marketing.”
Prof Gené van Heerden attending the Academy of Marketing Science, San Diego, California
- Author Department of Marketing Management
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Last edited by Gontse MoseseEdit
Prof Gené van Heerden, Associate Professor in the Department of Marketing Management