Mini Track on Marketing and Sustainability


Fostering recovery through metaverse business modelling

16-17 June 2022, Bucharest, Romania

Mini Track Chairs

  • Silvian Cențiu, Managing Partner Retina

  • Ionel Dumitru, Bucharest University of Economic Studies, Romania

In their book, Marketing 3.0: From Products to Customers to the Human Spirit published a decade ago, Philip Kotler, Hermawan Kartajaya, and Iwan Setiawan redesigned marketing by advancing a new model Marketing 3.0 approaching customers as complex multi-dimensional human beings and providing them inspirational and inclusive products and services, satisfying their deeper needs for participation, creativity, community, and idealism.  The ten principles of the new model create a different framework of designing and conducting marketing activities: loving customers and respecting competitors, getting ready for change and transformation, defining and promoting clear and strong values, focusing on the customers that can get the most benefits, pricing fairly to the provided quality, connecting continuously and positively with customers, looking upon customers as customers for life, viewing the business as a service business, improving continuously business processes, and consider all relevant information before making a decision. Marketing the mission to the consumers and the vision to the employees, channel partners, and shareholders results in delivering socio-cultural transformation, creating emerging market entrepreneurs, and striving for environmental sustainability.

The main topics covered by the hereby call for papers are related (but not limited) to:

  • Consumer-oriented and societal marketing

  • Innovative customer-value marketing

  • Marketing research and consumer behaviour

  • Sustainable marketing strategies and planning

  • Product research, development and innovation

  • Marketing communication and sustainability

  • Marketing technologies and sustainability

  • Global marketing, local contexts and sustainable growth

  • Marketing education for sustainability

  • Building sustainable organizational cultures

  • Entrepreneurship, marketing and sustainability

  • Leadership, business ethics and sense of mission marketing

  • Marketing interventions and sustainable development

  • Good practices in marketing and sustainability

Silvian Cențiu

is an experienced educator, successful business executive and entrepreneur. He has over 20 years of teaching, lecturing, and speaking at leading universities, corporations and conferences in the US, Europe, and Asia. Silvian holds a MS from Stanford University and BS from University of San Francisco, He also studies and conducted research at TU Vienna, IP Bucharest, and other universities in the US and Europe. Currently, he is Associate Professor at ASE Bucharest, Faculty of Marketing. Silvian is a veteran of large Fortune 500 companies: Oracle, Sony, Aetna, Cisco, Thermo Fisher Scientific, Hewlett Packard Enterprise, Bank of Montreal, and Vodafone, Subject Matter Expert contracted by several governments including the United States Department of State (strategy for image of the US in the world), founder, developer, and advisor of several successful start-ups (Transiris/Retina). His areas of expertise include: marketing, communication, entrepreneurship, education, nation branding, leadership, strategy, planning, innovation and creativity, digital transformation, and IT.

Ionel Dumitru

is Professor of International Marketing and Strategic Marketing at Marketing Department and vice-dean in charge of scientific research and international relations of Marketing Faculty, Bucharest University of Economic Studies. He is member of the University Senate of the Bucharest University of Economic Studies, the academic governance commission. Conference chair at Emerging Trends in Marketing and Management International Conference Bucharest, Romania. He is reviewer at Amfiteatru Economic Journal, Journal of Emerging Trends in Marketing and Management and International Conference on Marketing and Business Development. He is project manager of the research project “Partnerships for Competitiveness for the Transfer of Knowledge through the Development of Innovative Computational Models for the Growth and Sustainability of the Romanian Business Sector” (ASECOMP) co-financed by the European Development Fund Regional, through the Competitiveness Operational Program, Project ID P_40_382, having a 5-year duration.