After 3 intense days of conferences and passionate discussions here’s my summary (some aspects of which will be discussed later in separate posts).

Some topics emerged and can be considered trendy; co-creation is one of them but the marketing community doesn’t agree yet on its very definition. I was wondering myself about what it really meant and after 10 presentations on the topic I slowly see the light at the end of the tunnel. It will be maybe a promising topic to present at EMAC2011 (in Ljubljana, Slovenia).

I was also surprised by the absence of practitioners. I attended the EMAC in my quality of PhD student (primarily) but also as a consultant and I must admit that the ideas discussed, the novelty of the research topics presented, are wonderful sources of inspiration for me. Some research were certainly conceptual but others could be applied immediately and it reinforced my belief that marketing research and business should not be opposed. They are complementary.