Twenty-five years ago, Prof. Dr. Georgie L. Bagiev established the first Russian marketing chair at UNECON , the top-ranked State University of Economics in St. Petersburg. In collaboration with the Central Bank of Russia, the St. Petersburg Chamber of Commerce and Industry, the International Academy for the higher education system, and the Technical University of Braunschweig , the UNECON Marketing Faculty organized an international conference for academia and industry from September 10–12, 2015, to mark the anniversary.
Prof. Dr. Clemens Renker from Zittau/Görlitz University of Applied Sciences had the honor of being invited to open the conference with a keynote address on the topic “Sustainable Drivers of Success in Marketing.”
The 174 registered international scholars and executives then presented and discussed, in plenary sessions and three working groups, current topics relevant to the global interplay of marketing activities between technology and business, also against the backdrop of digitalization, Industry 4.0, and the “Internet of Things.”
In his widely read marketing textbooks and numerous publications, Prof. Bagiev has not only methodologically deepened the Western marketing paradigms—such as those of the German marketing “doyen” Prof. Meffert and, internationally, Prof. Kotler, but—driven by the major transformation in Russia—he has expanded them to include the perspective of the holistic interplay of marketing actions by market participants.
Here, Prof. Renker’s integrative marketing approach—pursued since the 1980s as a shaper and transformer of business models—meets Prof. Bagiev’s holistic understanding of marketing.
Contact:
Faculty of Business Administration and Engineering Management
Prof. Dr. Clemens Renker
Marketing, Retail, and Banking
Email: c.renker@hszg.de