The tradition of IBAICM was started in 2012 when the first international conference was held on IBA premises. The purpose behind this conference is to provide a much needed platform for showcasing high quality research and to bridge the gap between research and practice.

This objective is achieved by inviting both practitioners & academics. And ensuring knowledge dissemination and sharing among these stake holders, while providing lasting networking and collaborative research opportunities.

In this regards, the conference is organized around two tracks: the academic tracks in which innovative research is exhibited and new ideas are discussed; and the corporate tracks where the implementation of theory to practice is highlighted and corporate research needs can identified.

The Institute of Business Administration, Karachi, Pakistan is pleased to invite you to its 3rd International Conference on Marketing. This year we are taking the conference to the University of Malaya Campus in Kuala Lumpur, Malaysia. The theme of the conference is 'Marketing to the Bottom of the Pyramid in Emerging Markets'.