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Media Release

November 26 2003

UniSA hosts world’s top marketing gurus

Did you know that Korean and Australian consumers share the same buying patterns when it comes to fast foods; loyal customers are more likely to put up with poor service; and politics may well be the new horizon for brand builders and marketers?

This research along with some 418 papers from scholars around the world will be the focus of the 2003 Australian and New Zealand Marketing Academy Conference to be hosted by UniSA from December 1 – 3 at the Hilton Hotel.

With cross cultural comparisons in marketing and consumer behaviour, analysis of children and teenagers attitudes to everything from alcohol to TV advertising, and ageing consumers’ approach to the Internet and self service banking, the conference mirrors the vast role marketing plays in the life of business and culture in the world today.

UniSA’s Head of the School of Marketing, Professor Gus Geursen, said having the conference in South Australia is a real coup.

“The fact that UniSA is hosting this conference is a reflection of the University’s standing,” he said.

“Conferences like these encourage vigour in our research and provide current marketing knowledge which we use in our teaching, as well as to assist industry.”

Head of UniSA's Marketing Science Centre, Dr Byron Sharp, said the modern trading system was amazing but there was still enormous waste.

“Many new products fail - products and services that are obvious improvements (even products that save lives) can take many years to be adopted.

“Direct marketing is used when advertising would be more efficient and vice versa and many marketing efforts are targeted at the wrong customers.

“Fundamental Research and Development will improve marketing managers' decisions,” he said, “and ANZMAC is a forum for proposing new ideas and research.”

More information about the conference is available at http://www.anzmac.unisa.edu.au

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