The goal of the marketing track is to attract a broad range of papers built upon the theory and practice of marketing. To this end, ASB invites papers that deal with any aspect of marketing for services, non-profits, and for-profit enterprises. Researchers are also encouraged to consider topics related to marketing for co-operatives, fair trade, and sustainable enterprises. Topics may involve marketing theory, consumer behavior, marketing research, advertising, distribution/logistics, pricing strategy, tourism marketing, hospitality marketing, marketing information technology, social enterprise marketing, or marketing education. Researchers are also encouraged to consider issues of relevance to Atlantic Canada and its place in a global marketing context. Both empirical and qualitative research papers are welcome.