The School of Marketing and the Australian School of Business are jointly supporting an international research meeting - the Forum on Markets and Marketing: Extending Service-Dominant Logic (FMM) - to be held at the ASB on December 4, 5 and 6 this year. The Forum is the first in a series of biannual meetings in which the foundations of marketing as a social science and as a management discipline will be studied in depth. In this first meeting, emphasis will be placed on the possibilities inherent in extending the idea of a service-dominant logic of exchange to deepen our understanding of marketing. From this starting point, the Forum will explore the implications of embedding exchange in a marketing system that is both influenced by and influences society. This leads then to a consideration of the possibility of a general theory of marketing and of the future of marketing as a social science.

The FMM Organizing Committee comprises Professor Robert Lusch (University of Arizona), Professor Stephen Vargo (University of Hawaii) and Emeritus Professor Roger Layton (UNSW). Participation is by invitation, with some 25 international scholars accepting an invitation to prepare a paper and to attend. Selected papers from the FMM will then be published in four leading international journals - Marketing Theory, European Journal of Marketing, Journal of Macromarketing and the Australasian Marketing Journal.

For further information, contact Professor Roger Layton.