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Dear colleagues,

On behalf of CROMAR (Croatian Marketing Association) and the Faculty of Economics and Tourism „Dr. Mijo Mirković“, Juraj Dobrila University of Pula, we are pleased to invite you to the upcoming 28th CROMAR Congress entitled “Marketing in Multiverse: From Real to Virtual” taking place in Pula (Croatia) from 12th to 13th October 2023 at the Juraj Dobrila University of Pula, Faculty of Economics and Tourism.

Congress Theme:

Marketing in Multiverse: From Real to Virtual

New technologies are reshaping many aspects of our lives, businesses and marketing. This becomes especially visible in times like during global Covid-19 pandemic when people went from normal physical realities and workplaces to digital. In this age of hyper connectivity that continued even after pandemics, people got used to living in multiple realities – physical, digital and everything in between. They interact with the real world through filters, screens, headsets, and build their digital personas and in-game avatars. All this creates opportunities and challenges for marketers to adapt to the new touchless and digital realities. 

Marketing has long been connecting realities and environments, the physical with digital and vice versa. Now, with the online-everything transformation and emergence of Web 3.0 including new virtual realities that it brings, the boundary between the physical, digital and virtual experiences starts to blur. This is why the concept of multiverse – the idea that multiple parallel realities exist – matters in today’s marketing! Marketers should embrace the multiverse in their marketing mix to make sure they exist across realities in order to provide customers with meaningful, personalized and holistic experiences. This can include utilizing blockchain technology, artificial intelligence, and other cutting-edge technologies to create personalized, targeted marketing efforts that engage and convert customers.

The third generation of Web (Web 3.0) as an upgraded version of Web 2.0 characterized by creating a virtual world within the Internet, introduces recent trends as NFTs, virtual communities, avatars, 3D design we see in virtual reality (VR), augmented reality (AR) or 3D product visualizations and much more. Along with these novelties, the Web 3.0 landscape addressed the sustainability together with data privacy and ethics as key concepts.  

Through the 28th CROMAR Congress organized by the Faculty of Economics and Tourism “Dr. Mijo Mirković”, marketing experts, practitioners and academics from the region will meet to discuss new opportunities on the horizon from all of the three realities: the physical, digital and the virtual one, or the combination of all the three – the multiverse. We welcome papers from any of the field related to these areas. 

Join the 28th CROMAR Congress and let's discuss new trends, challenges, technologies and what they can bring to both the marketing theory and practice!

We are looking forward to welcoming you in Pula!

 

Program Committee Chairs

  • Dragan Benazić, Programme Committee Chair, Juraj Dobrila University of Pula, Faculty of Economics and Tourism „Dr. Mijo Mirković“, Croatia
  • Marija Ham, President of Croatian Marketing Association (CROMAR), University J. J. Strossmayer of Osijek, Faculty of Economics, Croatia
  • Gordan Družić, Croatian Academy of Sciences and Arts (HAZU), Croatia
  • Mirko Palić, University of Zagreb, Faculty of Economics & Business, Croatia
  • Zoran Mihanović, University of Split, Faculty of Economics, Business and Tourism, Croatia
  • Ivana First Komen, University of Rijeka, Faculty of Economics and Business, Croatia
  • Davorin Turkalj, University J. J. Strossmayer of Osijek, Faculty of Economics, Croatia
  • Lidija Bagarić, University of Rijeka, Faculty of Tourism and Hospitality Management in Opatija, Croatia
  • Ivana Pavlić, University of Dubrovnik, Department of Economics and Business, Croatia
  • Mary Brennan, University of Edinbourgh Business School, Scotland, United Kingdom
  • Anita Ciunova – Shuleska , Ss Cyril and Methodius University, Faculty of Economics, Republic of North Macedonia
  • Marija Čutura, University of Mostar, Faculty of Economics, Bosna and Herzegovina
  • Mirjana Gligorijević, University of Belgrade, Faculty of Economics, Serbia
  • Erzsebet Hetesi, University of Szeged, Faculty od Economics and Business Administration, Hungary
  • Ewa Jerzyk, Department of Marketing Strategies, Poznań University of Economics and Business, Poland
  • Maja Konečnik Ruzzier, University of Ljubljana, School of Economics and Business, Slovenia
  • Milica Kostić-Stanković, University of Belgrade, Department of Marketing Management and Public Relations, Serbia
  • Damijan Mumel, University of Maribor, Faculty of Economics and Business, Slovenia
  • Anna Rogala, Department of Marketing Strategies, Poznań University of Economics and Business, Poland
  • Edita Dorota Rudawska, Institute of Management and Marketing, University of Szczecin, Poland
  • Jose Luis Vazquez Burguete, University of León, Faculty of Economics and Business Sciences, Spain

Organizing Committee Chairs

  • Danijela Križman Pavlović, Organizing Committee Chair, Juraj Dobrila University of Pula, Faculty of Economics and Tourism „Dr. Mijo Mirković“, Croatia
  • Erik Ružić, Juraj Dobrila University of Pula, Faculty of Economics and Tourism „Dr. Mijo Mirković“, Croatia
  • Marko Paliaga, Juraj Dobrila University of Pula, Faculty of Economics and Tourism „Dr. Mijo Mirković“, Croatia
  • Darko Rendulić, Juraj Dobrila University of Pula, Faculty of Economics and Tourism „Dr. Mijo Mirković“, Croatia
  • Sara Maga, Juraj Dobrila University of Pula, Faculty of Economics and Tourism „Dr. Mijo Mirković“, Croatia
  • Irena Šker, Juraj Dobrila University of Pula, Faculty of Economics and Tourism „Dr. Mijo Mirković“, Croatia
  • Tijana Pavelić Brkić, Juraj Dobrila University of Pula, Faculty of Economics and Tourism „Dr. Mijo Mirković“, Croatia