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Call For Papers

Responsible Communication


Past, Present, Future


The Agenda

In the current context of market instability, businesses and non-profit organizations are facing new communication challenges from both a corporate and marketing perspective. Societies now look askance at global businesses, consumers are skeptical of promises made, and citizens increasingly distrust institutions, governments ad political processes. Rhetoric without substance is despised everywhere and (probably) only a marked sense of responsibility can lead to new scenarios of success. In response to such a turbulent environment, practitioners and academics need to devise new strategies, models, processes, systems and practices to move communication forward.

The focal point of the 2013 conference lies in analyzing past, present, and future scenarios in terms of corporate sustainability and responsible communication. Have communication practices proved adequate/inadequate? What critical changes are needed? What is the role of corporate and marketing communications in reinvigorating businesses, societies and economies? How can communication help rebuild trust in brands, institutions and corporations?

The 18th International Conference on Corporate and Marketing Communications is a cross-roads for academic researchers and educators as well as practitioners seeking to promote knowledge, stimulate dialogue and set trends, in the field of marketing and corporate communication.

The University of Salerno is proud to host CMC 2013 - The University located in Salerno (South of Italy), a town noted for its historical buildings and just two hours from Rome, lies in the vicinity of many tourist venues such as (the Amalfi Coast, the ruins of Pompeii, the temples of Paestum, Naples).




Submission: December 15th, 2012


Early registration: February 28th, 2013




Corporate Communications

  •  Corporate identity, image, reputation
  •  Integrated communications
  •  Corporate branding
  •  Communication to stakeholders
  •  Public relations perspectives
  •  Public affairs
  •  Managing organizational identification
  •  Internal communications
  •  Organizational, Business and Management Communications
  •  Internal branding
  •  Non-profit and voluntary sector organizations and branding
  •  State, region, city, person as ‘brands’


Marketing Communications

  •   Integrated marketing communications and its dimensions
  •  Promotional mix issues
  •  Advertising, Direct Marketing, Sales Promotion
  •  Marketing public relations
  •  Efficacy and Effectiveness of Marketing Communications
  •  Branding and brand management
  •  Business-to-consumer & business-to-business communications
  •  Measuring attitudinal/behavioural response
  •  Marketing com. of non-profit and voluntary sector organizations
  •  Political marketing communications
  •  On- and Off-line communication issues


Interactive Marketing and Corporate Communications

  •  Communication, Interaction, Integration
  •  Marketing Relationships
  •  Relationship and retention marketing
  •  Internet as a Promotion tool, Media or Alternative Marketspaces
  •  Web Advertising Effectiveness
  •  The Antecedents of Web Performance
  •  Building Customer Relationships Online
  •  Permission Marketing – through a critical lens
  •  Measurement of web visits – methodological concerns
  •  Online Marketing Communication Research
  •  Viral marketing
  •  Mobile marketing


 Related Areas

  •   Ethical considerations of marketing communications
  •  Critical views on corporate and marketing communications
  •  Communicating and reporting about CSR
  •  Communications research methods
  •  Rhetoric, Semiotics in communication
  •  Assessing/evaluating communication effects
  •  Climate communications
  •  Pharmaceutical marketing communications
  •  Health communications and health promotions
  •  Societal and social marketing activities to promote responsible behaviour of companies and consumers
  •  Knowledge Management and Communication





This conference will consider both theoretical and empirical papers and extended abstracts for review, and ideas for session proposals will be welcomed. Prizes will be awarded for the best competitive and best working papers as judged by a panel of experts. The best competitive paper will receive automatic acceptance by the Journal of Marketing Communications, subject to requested editorial changes.


Successful authors will present their papers at the conference and all competitive papers accepted for the conference will be reviewed for the Journal of Marketing Communications (JMC).