Dear Colleagues
Marketing the Impossible? 14th September 2006, Sheffield
How must the marketing profession adapt in order to facilitate an end to
our throwaway culture? This will be one of questions discussed at a
seminar on the theme Marketing the Impossible? to be held on Thursday 14th
September, the aim of which is to explore the implications for marketing
of an increase in the life span of consumer durables prompted by the
demands of sustainable consumption.
Among other issues to be addressed at this, the fifth in a series of
events organised by the EPSRC Network on Product Life Spans, will be the
following: How might branding be used to promote longer lasting products
successfully? If products last longer what might need to change in terms
of managing customer relationships? Is enough information relating to
product life spans available to consumers? What techniques could be used
to encourage consumers to take greater account of product durability in
their purchasing decisions?
An excellent group of keynote speakers will include Dorothy Mackenzie,
Director and co-founder of Dragon Brands Consulting, Ken Peattie,
Professor of Marketing and Strategy and Director of the BRASS Centre at
Cardiff University, and Tim Cooper, Head of the Centre for Sustainable
Consumption at Sheffield Hallam University. There will also be time for
plenary and group discussion and we are inviting poster presentations of
research in this area. Please contact me by Friday 21st July if you wish
to offer a poster.
You are encouraged to register early for this event. Further details,
together with a booking form, are provided on our website. Please do not
hesitate to contact me if you have any questions or need clarification on
plans for the event. If you require further information on the aims and
objectives of the seminar, please contact Dr. Tim Cooper directly (Email:
[log in to unmask], Tel: 0114 225 4838).
With kind regards,
Kenisha Garnett
Research Co-ordinator
Centre for Sustainable Consumption
Sheffield Hallam University
Howard Street
Sheffield S1 1WB
[log in to unmask]
Telephone: +44 (0) 114 225 4453
Fax: +44 (0) 114 225 3343
Network website: http://extra.shu.ac.uk/productlife/
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