“Looking forward! Marketing from past to future”

Zagreb, 12th - 13th December 2019

Dear colleagues,

On behalf of CROMAR (Croatian Marketing Association) and the Faculty of Economics & Business, University of Zagreb, we are pleased to invite you to the upcoming XXVI CROMAR Congress entitled “Looking forward! Marketing from past to future” taking place in Zagreb on 12th and 13th December 2019 at the Faculty of Economics & Business, University of Zagreb.

Congress Theme

Retro seems to be in – there is definitely something appealing about the past! How else could it be possible to explain that these days (maybe more than ever!) both consumers and companies are so keen on going back in time?

By connecting the consumer’s and the company’s past and present, retro evokes nostalgia, induces positive emotions toward brands and behaviors, provides many opportunities for brand awareness enhancement and achieving customer satisfaction and much more. Retro sells!

However, without modern technology, retro cannot be easily spread. Internet facilitates marketing retro products to numerous niches and bringing products from the past to the present through marketing campaigns while providing plenty of opportunities for becoming, or even staying, retro in the future.

Nevertheless, the future of retro is not the only idea worth talking about. We would like to address the future through future. Let us discuss new technologies and what they can bring to both the marketing theory and practice!

American writer Kurt Vonnegut once said: “All moments, past, present and future, have always existed, always will exist”. That is why both retro and future are here to stay. Each new generation of consumers has had and will have its own moments of nostalgia that can make a positive impact on their everyday lives and their behavior. As far as companies are concerned, they have an opportunity to prove that they have a history as well as a future – that is built on their expertise and trustworthiness.

Having all this in mind, one can expect that retro is about to stay for a long time. And – it goes without saying – so is the future… On our part, we are very much looking forward to both!

We look forward to discussing the marketing concepts from the past to the future! We sincerely hope that the XXVI CROMAR Congress will prove to be a great opportunity for an open discussion on the latest theories and practices as well as a meeting place for academics and practitioners from the Region.

We also look forward welcoming you in Zagreb!


Program Committee Chairs

Dubravka Sinčić Ćorić (University of Zagreb, Faculty of Economics & Business, Croatia)

Ružica Brečić (University of Zagreb, Faculty of Economics & Business, Croatia)

Marry Brennan (University of Edinbourgh Business School, Scotland)

Matthew Gorton (Newcastle University Business School, United Kingdom)

Anna Rogala (Poznań University of Economics and Business, Poland)

Ewa Jerzyk (Poznań University of Economics and Business, Poland)

Renata Nestorowicz (Poznań University of Economics and Business, Poland)

Marija Čutura (University of Mostar, Faculty of Economics, Bosnia & Herzegovina)

Galjina Ognjanov (University of Belgrade, Faculty of Economics, Serbia)

Organizing Committee Chairs

Professor Sunčana Piri Rajh, Ph.D.

Associate Professor Miroslav Mandić, Ph.D.

Assistant Professor Andrea Lučić, Ph.D.

Assistant Professor Ivan Kelić, Ph.D.

Mario Banožić, Ph.D.

Vera Krnajski Hršak, M.A.

Robert Pavičić, B.Comp.Eng.