Theory + Practice in Marketing


The Theory + Practice in Marketing (TPM) Conference, founded in 2011 at Columbia Business School, brings together marketing scholars, journal editors, business school deans, and practitioners who think the marketing discipline needs to re-examine itself and its relevance to practice.

The TPM Conference is motivated by the belief that marketing academia is often too far removed from addressing substantive problems, and instead focuses on more narrow methodological issues and/or theoretical phenomena disconnected from real-world applications. This lack of substantive focus threatens to make the academic field of marketing irrelevant and undermines the legitimacy of research at business schools. The goal of the TPM Conference is to synthesize a variety of perspectives and insights in order to identify concrete steps to achieve relevance.   

The TPM Conference is held yearly and has been hosted by top business schools around the globe, in partnership with top journals in the academic field of marketing. Read more about this year's conference at

View Sample TPM Agenda

TPM 2019 at Columbia Business School

The 2019 TPM Conference took place at Columbia Business School, its inaugural location, on May 16-18, 2019.

TPM 2021 Virtual Conference


Hosted By: The Wharton School of the University of Pennsylvania

Conference Co-Chairs: Raghu Iyengar and David Reibstein, The Wharton School

Date and Time: June 9-10, 2021  |  8:30 AM - 3:00 PM ET

Format: Zoom 

Cost: USD $50 per person 

Register Here


Submission Deadline: March 15, 2021

Decision on Conference Submissions: May 1, 2021

Submit Your Work Here

Questions? Email [email protected].

Past TPM Conferences

Year Host Special Issue
2011 Columbia Business School
Columbia University
2012 Harvard Business School Marketing Science
2013 London Business School Journal of Marketing Research
2014 Kellogg School of Management
Northwestern University
International Journal of Research in Marketing
2015 J. Mack Robinson College of Business
Georgia State University
Journal of Marketing
2016 USA Mays Business School
Texas A&M University
Journal of Marketing Research

2016 ASIA Yonsei School of Business (Seoul, Korea) Journal of Marketing Research
2017 Darden School of Business, University of Virginia Journal of Marketing Research
2018 UCLA Anderson School of Management Journal of Marketing Research
2019 Columbia Business School
Columbia University
Journal of Marketing

Learn More

Read more about the TPM Conference at