Dr. Linda Alkire leads record-breaking 2025 AMA Academic Conference

SAN MARCOS, Texas — Dr. Linda Alkire, associate professor of marketing at Texas State University's McCoy College of Business, recently co-chaired the 2025 American Marketing Association (AMA) Winter Academic Conference, which set new records by bringing together marketing researchers and leading global scholars.

The conference held Feb. 14-16 in Phoenix, Arizona, with a virtual component on Feb. 10, was the largest in AMA history, drawing over 1,000 attendees from 57 countries and featuring 762 research submissions across 10 specialized tracks.

"It has been one of the biggest honors of my career," said Alkire, McCoy College's Vicki L. West Excellence Endowed Professor and the director of the Center for Professional Sales. "We were not expecting it to be the biggest conference ever, so it has really exceeded our expectations. It is a wonderful opportunity to host the biggest gathering of marketing minds in the world.”

A Conference Theme with Global Impact

This year’s conference theme, "Marketing in Service of Nature and Humanity," was developed by Alkire and her co-chair, Dr. Nailya Ordabayeva of Boston University. The theme underscores the increasing emphasis on ethical and responsible marketing practices. 

"As co-chairs, we were responsible for selecting a theme that reflects the current and future trajectory of marketing," Alkire said. "This year’s theme focused on marketing’s role in driving meaningful change, promoting sustainability, and enhancing societal well-being."

Recognized as the premier global event for marketing scholars and academics, the AMA Winter Academic Conference serves as a platform for sharing cutting-edge research and fostering discussions about the evolving marketing landscape.

Alkire, who also serves as a member of the AMA Academic Council, a prestigious leadership body that helps shape the strategic direction of academic initiatives within AMA, emphasized the conference’s role in advancing global marketing scholarship.

Record-Breaking Participation and Global Representation

This year's conference set multiple records for participation and global representation:

• 920 in-person attendees and 130 virtual participants 
• 762 research submissions across 10 tracks 
• Scholars from 57 countries 
• 14 international track chairs

The research tracks reflected key trends shaping the marketing discipline, including artificial intelligence, innovation, sustainability, public policy, and digital and social media marketing. These topics underscored the growing intersection of marketing with technology, communication strategies, and societal impact.

"This year’s conference reinforced my belief in marketing’s potential to contribute to sustainability and social progress," Alkire said. "The breadth of research and global participation demonstrate that marketing is expanding as a discipline—and that we have a real opportunity to harness its power for good."

Alkire said a core element of this year's conference was academic mentorship and leadership development. For the first time in AMA history, the conference introduced international track chairs and junior track chairs.

"On many levels, this conference was record-breaking," Alkire said. "It was the first time we had international track chairs [and] junior track chairs  —an initiative my co-chair and I championed to make the conference more accessible and to include Ph.D. students and early-career researchers in leadership roles."

Alkire's leadership also brought increased visibility to Texas State University and the McCoy College of Business. She invited Dr. Holly Syrdal and Dr. Masoud Moradi from the college's marketing department to serve as track chairs, further strengthening the college's presence at the conference.

"Co-chairs and track chairs are selected from leading institutions worldwide," Alkire said. "To be selected as co-chair at this level speaks highly of the trust in my leadership, but also highlights the growing visibility of our school and [McCoy College’s Department of Marketing]." 

Alkire continued: “I would also like to highlight that the marketing department generously co-sponsored the Mentor-Mentee lunch, which was attended by more than 100 attendees, showcasing the department and our willingness to support the next generation of academic scholars.”

Record-breaking turnout, diverse research contributions, and expanded leadership opportunities were defining features of the 2025 AMA Winter Academic Conference.

Dr. Alkire expressed gratitude for the opportunity to help lead the conference and hopes that this year's initiatives will serve as a model for future AMA conferences.

"[This conference] showcased the power of collaboration by including junior track chairs, doctoral students [and] international track chairs," Alkire said. "Our goal was to make the conference as global and inclusive as possible. We hope that future AMA co-chairs will continue this legacy, recognizing that AMA is not just an American association but a global gathering of minds."✯