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Communication Management Division

Knowledge sharing in co-creation and digital e-marketing under the spotlight

By Communication Management Division

Posted on 25 March 2013

Left to right: Bowen Moody (University of Melbourne), Prof Ian Phau (Curtin University), Dr Amaleya Goneos-Malka (University of Pretoria) and Michael Lwin (Curtin University) at the ANZMAC 2012 conference. (Photo: Aaron Lim)
Left to right: Bowen Moody (University of Melbourne), Prof Ian Phau (Curtin University), Dr Amaleya Goneos-Malka (University of Pretoria) and Michael Lwin (Curtin University) at the ANZMAC 2012 conference. (Photo: Aaron Lim)

‘Sharing the cup of knowledge’ was the well-enacted theme at the 14th Australian and New Zealand Marketing Academy (ANZMAC) Conference 2012, where Dr Amaleya Goneos-Malka represented UP’s Communication Management Division with her paper, entitled “A measure of prosumption behaviour in market exchange activity” . The paper was co-authored by UP’s Dr Arien Strasheim, Senior Lecturer in the Department of Human Resources Management, and Prof Anské Grobler, Head of the Department of Business Management.

Hosted by the Ehrenberg-Bass Institute for Marketing Science and held in Adelaide, Australia from 3 to 5 December 2012, ANZMAC 2012 attracted nearly 400 delegates from 27 different countries. The more than 300 papers, delivered across 22 diverse tracks, covered topics that ranged from political marketing, advertising research, digital e-marketing and sustainability to branding and entrepreneurship (http://www.anzmac12.com).

The conference theme underscored the importance of alliances between researchers and practitioners in the exchange of knowledge. Two predominant areas under discussion were co-creation and digital e-marketing.

Co-creation emphasises collaboration and integration across disciplines and organisations to synthesise multiple viewpoints and produce workable solutions. Digital e-marketing, which is a continuously expanding territory of possibilities, has significantly transformed the contemporary marketing communication landscape. Further research in both areas will improve human understanding and explanation of the conditions, challenges and opportunities that arise from altered environments.

Dr Amaleya Goneos-Malka shared her perspectives of ANZMAC 2012 in interviews on Classic FM and Kaya FM recently. Click on the links below to listen to the interviews.

· Classic FM http://www.classicfm.co.za/classic-business-and-news/programme/programme-archive-1/previous-podcast-11-december-2012-tuesday

· Kaya FM http://www.kayafm.co.za/2012/12/podcast/kaya-central-podcast/international-stop-over/

Click here to access the ANZMAC paper (Powerpoint presentation).
Clich here for the paper presented by Dr Goneos-Malka at the Academy of Marketing Science’s World Marketing Conference on Cultural Perspectives in Marketing, held in Atlanta from 28 August to 1 September 2012. The paper dealt with ‘Segmentation analysis of mobile phone users based on frequency of feature use’ (Powerpoint presentation).



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