2025 MACROMARKETING
CONFERENCE
2025 Macromarketing Conference
Important Dates:
Posting of the Call for Tracks: August 5 th, 2024
Posting of the Call for Papers: September 14 th, 2024
Paper Submission Deadline: January 31 st, 2025
Notification of Reviwer Decisions: March 15th, 2025
Deadline for Revised Papers: April 15th, 2025
Conference Registration:
- Early: March 24th – April, 21st, 2025
- Regular: April 22nd – May 18th, 2025
- Late: May 19th – May 31st, 2025 (final date for registration)
Preconference Session for Early Career Scholars: June 22nd, 2025
Opening Reception: June 22nd, 2025 (end of day)
Main Conference: June 23rd – 25th, 2025
2025 Macromarketing Conference
Questioning markets and marketing: Advancing Macromarketing from multiple worldviews
To advance macromarketing from multiple worldviews, the 2025 Macromarketing Conference will move for the first time to the Global South – to the beautiful and sophisticated city of Rio de Janeiro in Brazil.
Photo by Agustin Diaz Gargiulo on Unsplash
Markets and marketing are important to all societies, providing goods and services to consumers, fostering innovation, and providing a space for symbolic exchanges. Without markets, human life would be quite limited. However, markets and marketing can also be understood as having externalities, that need to be acknowledged and discussed.
The growing concerns about the shortcomings of markets and marketing seem to indicate it is an opportune time for Macromarketing to further the conversation about these debates, especially in the context of developing countries, as these are often neglected by the marketing literature, allowing perspectives from the most varied backgrounds to come together, so we can appreciate multiple worldviews and distinct ontologies regarding these discussions.
We thus propose that Rio de Janeiro be a space for the Macromarketing Community to gather and discuss the roles of companies, governments, and non-governmental organizations in building, transforming, and maintaining more balanced markets, the results of which should be the well-being of peoples and the flourishing of societies.
We believe that having the conference in a location from the Global South is important for the advancement of macromarketing discussions, in a broader geopolitical sense, since it will bring the Macromarketing Community closer to the societal and marketing particularities of this space. This rapprochement can thus result in great opportunities for Macromarketing. Initially, an expansion of macromarketing debates to this location could be encouraged, in order to present to Brazilians, in particular, and Latin Americans, in general, how this perspective could greatly avail these realities – so used to interpreting marketing phenomena only from a limited micro perspective. At the same time, Macromarketing could also benefit from being exposed to the different onto-epistemologies present in these loci. This could reinforce the interdisciplinarity of this field and the blossoming of more theoretical developments, based on these Southern outlooks. The result of this is a better understanding of and impact over societies around the world.
With this in mind, let us use Rio as a venue to think about the relationships between marketing and society from different loci, so we can shift the axis of knowledge and give more space to epistemologies from the Global South. Let us diversify perspectives in Macromarketing through the connection between different ontologies, so we can forge a broader community of researchers. Let us strengthen the impact Macromarketing can have over societies, so we can imagine a better world for all.
Join us in Rio from June 22nd to 25th, 2025, where we will share research and engage in meaningful conversations about societies, markets, and marketing, while we solidify bonds between academics from the Global South and Global North.
Photo by Agustin Diaz Gargiulo on Unsplash
Macromarketing Society: https://macromarketing.org/
Journal of Macromarketing: https://journals.sagepub.com/home/jmk
Marcus Hemais
Associate Professor of Marketing
AIG Business School
Pontifical Catholic University of Rio de Janeiro
E-mail: marcus.hemais@iag.puc-rio.br
ORCID:https://orcid.org/0000-0001-9181-8446
João Felipe Sauerbronn
Assistant Professor of Marketing Communication
School of Communication, Media and Information
Getúlio Vargas Foundation
E-mail: felipe.sauerbronn@fgv.br
ORCID:https://orcid.org/0000-0001-6453-9425
Overview of the Hosting Schools
Pontifical Catholic University of Rio de Janeiro and the IAG Business School
The Pontifical Catholic University of Rio de Janeiro is a leading academic institution in Brazil, ranked as one of the top 10 universities in Latin America, and the best in the state of Rio de Janeiro, according to the Times Higher Education Latin American University Rankings 2022. Founded in 1940, PUC-Rio has always been committed to sustainability issues, being the first in Brazil to draw up an environmental agenda. The university’s campus is located in an ecological park that is home to more than 200 species of flora, where 27 Departments are integrated. It is in this interdisciplinary environment of knowledge that the Business Department (also known as IAG Business School) is inserted.
Created in 1976, the IAG Business School offers multiple academic programs, such as the Bachelor’s degree in Business Administration, the full-time Master’s in Business Administration, the part-time Master’s in Business Administration for working executives, and the PhD program. In addition, IAG offers extension programs in many areas related to business, as well as in-company courses. While the Undergraduate program has been recognized for its high quality in different national rankings, the Graduate program had its academic excellence acknowledged once more by the Brazilian Ministry of Education, in 2022, which now ranked it in the top 14 in the country.
Fundação Getúlio Vargas and the School of Communication, Media and Information
Fundação Getúlio Vargas was founded in 1944 and was the first university to provide undergraduate, master’s, and doctorate courses in public and business administration in Brazil, as well as postgraduate courses in economics, psychology, accounting, and education. FGV also paved the way for a well-founded economy, by analyzing the Brazilian balance of payments, public accounts, and other economic indicators.
Created in 2022, the School of Communication, Media and Information at Fundação Getulio Vargas (FGV ECMI) is a trail-blazer in developing the new profile of researchers and practitioners that will work in the strategic sectors for communication, media, and information of public institutions, corporations, and third sector organizations. FGV ECMI has highly qualified professors from Brazil and abroad, an internationally recognized teaching method, an innovative curriculum, cutting-edge laboratories, and networking and professional placement experiences for students. The school prepares students for current and future transformations in the Communication market, based on a curriculum that covers: innovative perception of trends in the field of Communication; the interdependent relationship between theory and practice; an interdisciplinary vision of Communication; and in-depth data and technology analysis.
Infrastructure at PUC-Rio for hosting the Conference
The 2025 Macromarketing Conference will be held on PUC-Rio’s campus. The university has a green, very well-kept campus, with a shallow river running across it. A bonus is that, depending on where you are on the campus, you can see a beautiful view of the Christ the Redeemer statue, one of the New Seven Wonders of the World. All in all, PUC-Rio’s campus is a delightful and very inspiring location for holding the event, as the following images show.
The IAG Business School, where the conference will take place, is located in the central part of the campus (as can be seen in the following map– letter “I”),
The school is composed of three buildings. In the main building, there are 14 classrooms (that seat around 40 people each) and one auditorium with a capacity for around 100 people. All classrooms are equipped with the latest technology required for teaching, delivering lectures, and learning. The entire campus is Wi-Fi enabled, and access would be given to conference participants during the days of the event. The following images give an idea of the school’s infrastructure.
To be published soon
To be published soon
The Call for Papers for the 2025 Macromarketing Conference is out!
Call for Papers – 2025 Macromarketing Conference
For the conference in Rio, 28 tracks are open for submissions of papers/abstracts. The tracks cover many important Macromarketing issues, so surely interested parties will find one that suits their research interests.
Soon, the submission platform will be open.
Thank you for helping us create the 2025 Macromarketing Conference.
Marcus Hemais and Felipe Sauerbronn
To be published soon
Recommended Hotels for Conference Participants and their Families
We are currently negotiating with two hotels in Leblon (an upscale neighborhood near the university) special rates for conference participants and their families. At the moment, the Ritz Leblon (https://www.ritzleblon.com.br/), which is two blocks away from Leblon Beach, has offered us the following package:
Rates for Rooms:
- Standard (Sgl/Dbl): R$ 750.00/per day
- Standard Balcony (Sgl/Dbl): R$ 800.00/per day
- Superior (Sgl/Dbl): R$ 900.00/per day
- Superior Silence (Sgl/Dbl): R$ 930.00/per day
- Superior Balcony (Sgl/Dbl): R$ 980.00/per day
- Design (Sgl/Dbl): R$ 1,065.00/per day
- Premium (Sgl/Dbl): R$ 1,650.00/per day
- FLAT (Sgl/Dbl): R$ 1,800.00/per day
- FLAT (Tpl): R$ 2,200.00/per day
Conditions:
Add 5% of ISS (tax) over the above rates
These special rates are applicable only from June 22 to 25, 2025
Check-in: 2 pm
Check-out: 12 pm
Breakfast is included, served from 6 am to 10 am
Gym: from 6 am to 10 pm
Pool/Sauna: from 6 am to 10 pm
Garage subject to availability: R$70/per day
Spa subject to availability
For reservations and more information, please contact:
+55 (21) 2540-4940
In case the attendees prefer to stay elsewhere, there are many accommodations in the neighborhoods of Copacabana, Ipanema, and Leblon, ranging from budget-friendly hostels to luxurious hotels. Budget-friendly prices can range from USD 30 to USD 60. For mid-range accommodations, you can expect to pay around USD 60 to USD 150 per night for a hotel room or apartment. These accommodations typically offer amenities such as air conditioning, Wi-Fi, and cable TV. There are many upscale hotels in the area as well. Prices for these accommodations can range from $150-USD 500 per night or more, depending on the level of luxury and the time of year. These hotels typically offer amenities such as pools, spa services, and gourmet restaurants.
Transportation to the Macromarketing Conference
In order to guarantee that all conference attendees will comfortably get to PUC-Rio on conference days, two shuttles will be stationed, before the start of the conference days, at the entrance of each of the two hotels picked as suggested accommodation options, with the same service being offered at the end of the conference days, from the university to the hotels. The ride from Leblon to Gávea is about 10 minutes, depending on traffic.
Visas to Come to Brazil
Despite citizens from most countries with which Brazil has diplomatic relations not needing visas to enter the country, there are exceptions. Citizens from China, Mexico, Pakistan, and Saudi Arabia, for instance, are required to obtain visas before coming to Brazil. As of April 2025, citizens from Australia, Canada, and the United States of America will need visas to come to Brazil. Therefore, it is recommended that interested parties who wish to attend the Macromarketing Conference in June 2025 inform themselves if they need to obtain Brazilian visas and, if so, how they should go about doing that in their home countries.
The conference organizers can offer letters to those who might need them for visas, in order to attest the reason for interested parties in visiting Brazil.
Rio de Janeiro is a unique city. Few places in the world can blend abundant nature with a bustling urban setting. Within the city, you can discover breathtaking beaches, including some that remain wild and untouched, as well as an urban forest, lagoons, waterfalls, and a stunning bay. This outstanding harmony between natural attributes and the urban city is what makes Rio such an extraordinary place. In 2012, Rio was the world’s first city to receive the title of World Heritage as a Cultural Landscape bestowed by Unesco (United Nations Educational, Scientific and Cultural Organization), an achievement that is a matter of pride to all “Cariocas” (those who live in the city of Rio), and punctuates the city’s astonishing man-nature relationship.
Rio is renowned for its lively cultural and nightlife scenes. As the birthplace of Samba, Choro, and Bossa Nova, the city boasts over 200 venues for music, theater, and art exhibitions. However, Rio’s greatest asset is its “carioca spirit,” which transforms its nearly seven million inhabitants into exceptional hosts, always eager to welcome visitors as if they were good old friends.
Probably, the two most iconic spots, where all of these wonderful characteristics of Rio are seen together, are Copacabana and Ipanema. Copacabana is known for its wide-ranging beach with a distinctive black and white wave-patterned sidewalk. It’s a vibrant neighborhood with plenty of restaurants, bars, and shops. The neighborhood is also home to historic sites like the Copacabana Fort and the Copacabana Palace Hotel, which has hosted many celebrities and dignitaries over the years.
Photo by Eelco Böhtlingk on Unsplash
Ipanema is a trendy neighborhood with a lively atmosphere, known for its fashionable boutiques, art galleries, and upscale restaurants. The beach in Ipanema is also famous, with its soft white sand and clear blue waters. The neighborhood is also home to the Hippie Fair, which takes place on Sundays and features handmade crafts and souvenirs.
Photo by Jean Carlos on Unsplash
Weather in Rio During the Conference
With the conference being held at the end of June, it will be the beginning of winter in Rio. Therefore, the weather is expected (but not guaranteed) to be sunny, with a moderate to low probability of rain, and temperatures should be around 25 C (77 F) during the day and 20 C (68 F) at night.
Airports in Rio
The city has a wide air network, with two efficient and modern airports, namely Tom Jobim International Airport – RIOgaleão, and Santos Dumont Airport. The urban transport system has integrated bus, subway, Bus Rapid Transit (BRT), and Light Rail transit (LRT) lines, as well as taxis and application services, facilitating mobility in the city.
The RIOgaleão – Tom Jobim International Airport, the main airport for international flights, is 24,8 kilometers away from the campus. It is connected via modern highways to the city center and the South Zone, where the main hotels and PUC-Rio are located.
Santos Dumont Airport, located in the city center, is just 15 kilometers away from the campus and 10 minutes from the South Zone. Excellent taxi and bus services connect the airport with the main hotels.
Exact transport information will be provided to conference attendees further on.
Hotels in the South Zone of Rio
The city of Rio de Janeiro currently has more than 350 hotels, with around 42,500 rooms in different types of accommodation, in addition to inns and budget accommodation. The three neighborhoods with most of the hotels in Rio are Copacabana, Ipanema, and Leblon.
For more information on the recommended hotels for conference participants and their families, please see the “Practical Arrangements” tab of this page.
Getting Around in Rio
Rio has a large fleet of taxis, almost all of which are air-conditioned. Regular taxis, with their peculiar yellow color, circulate through the streets charging with a taximeter. Special taxis operated by licensed companies serve airports and hotels or can be called by phone. At airports and main shopping malls, most taxis work with fixed rates depending on which neighborhood one is going to, which can be paid in advance at the company’s counter, where the price list should be posted.
The city also has Uber and other transportation apps (such as 99, Cabify, and InDrive) at the disposal of visitors.
The bus service ranges through the whole city, with bus stops in convenient locations. In some neighborhoods of Rio, BRT and LRT services are also available.
2025 Macromarketing Conference
Questioning markets and marketing: Advancing Macromarketing from multiple worldviews
To advance macromarketing from multiple worldviews, the 2025 Macromarketing Conference will move for the first time to the Global South – to the beautiful and sophisticated city of Rio de Janeiro in Brazil.
Photo by Agustin Diaz Gargiulo on Unsplash
Markets and marketing are important to all societies, providing goods and services to consumers, fostering innovation, and providing a space for symbolic exchanges. Without markets, human life would be quite limited. However, markets and marketing can also be understood as having externalities, that need to be acknowledged and discussed.
The growing concerns about the shortcomings of markets and marketing seem to indicate it is an opportune time for Macromarketing to further the conversation about these debates, especially in the context of developing countries, as these are often neglected by the marketing literature, allowing perspectives from the most varied backgrounds to come together, so we can appreciate multiple worldviews and distinct ontologies regarding these discussions.
We thus propose that Rio de Janeiro be a space for the Macromarketing Community to gather and discuss the roles of companies, governments, and non-governmental organizations in building, transforming, and maintaining more balanced markets, the results of which should be the well-being of peoples and the flourishing of societies.
We believe that having the conference in a location from the Global South is important for the advancement of macromarketing discussions, in a broader geopolitical sense, since it will bring the Macromarketing Community closer to the societal and marketing particularities of this space. This rapprochement can thus result in great opportunities for Macromarketing. Initially, an expansion of macromarketing debates to this location could be encouraged, in order to present to Brazilians, in particular, and Latin Americans, in general, how this perspective could greatly avail these realities – so used to interpreting marketing phenomena only from a limited micro perspective. At the same time, Macromarketing could also benefit from being exposed to the different onto-epistemologies present in these loci. This could reinforce the interdisciplinarity of this field and the blossoming of more theoretical developments, based on these Southern outlooks. The result of this is a better understanding of and impact over societies around the world.
With this in mind, let us use Rio as a venue to think about the relationships between marketing and society from different loci, so we can shift the axis of knowledge and give more space to epistemologies from the Global South. Let us diversify perspectives in Macromarketing through the connection between different ontologies, so we can forge a broader community of researchers. Let us strengthen the impact Macromarketing can have over societies, so we can imagine a better world for all.
Join us in Rio from June 22nd to 25th, 2025, where we will share research and engage in meaningful conversations about societies, markets, and marketing, while we solidify bonds between academics from the Global South and Global North.
Photo by Agustin Diaz Gargiulo on Unsplash
Macromarketing Society: https://macromarketing.org/
Journal of Macromarketing: https://journals.sagepub.com/home/jmk
PROFESSORES
Marcus Hemais
Associate Professor of Marketing
AIG Business School
Pontifical Catholic University of Rio de Janeiro
E-mail: marcus.hemais@iag.puc-rio.br
ORCID:https://orcid.org/0000-0001-9181-8446
João Felipe Sauerbronn
Assistant Professor of Marketing Communication
School of Communication, Media and Information
Getúlio Vargas Foundation
E-mail: felipe.sauerbronn@fgv.br
ORCID:https://orcid.org/0000-0001-6453-9425
Overview of the Hosting Schools
Pontifical Catholic University of Rio de Janeiro and the IAG Business School
The Pontifical Catholic University of Rio de Janeiro[1] is a leading academic institution in Brazil, ranked as one of the top 10 universities in Latin America, and the best in the state of Rio de Janeiro, according to the Times Higher Education Latin American University Rankings 2022. Founded in 1940, PUC-Rio has always been committed to sustainability issues, being the first in Brazil to draw up an environmental agenda. The university’s campus is located in an ecological park that is home to more than 200 species of flora, where 27 Departments are integrated[2]. It is in this interdisciplinary environment of knowledge that the Business Department (also known as IAG Business School) is inserted.
[1] https://www.puc-rio.br/english/
[2] https://ccead.puc-rio.br/360/
Created in 1976, the IAG Business School[1] offers multiple academic programs, such as the Bachelor’s degree in Business Administration, the full-time Master’s in Business Administration, the part-time Master’s in Business Administration for working executives, and the PhD program. In addition, IAG offers extension programs in many areas related to business, as well as in-company courses. While the Undergraduate program has been recognized for its high quality in different national rankings, the Graduate program had its academic excellence acknowledged once more by the Brazilian Ministry of Education, in 2022, which now ranked it in the top 14 in the country.
[1] https://iag.puc-rio.br/en/home_en/
Fundação Getulio Vargas and the School of Communication, Media and Information
Fundação Getulio Vargas[1] was founded in 1944 and was the first university to provide undergraduate, master’s, and doctorate courses in public and business administration in Brazil, as well as postgraduate courses in economics, psychology, accounting, and education. FGV also paved the way for a well-founded economy, by analyzing the Brazilian balance of payments, public accounts, and other economic indicators.
[1] https://portal.fgv.br/en
Created in 2022, the School of Communication, Media and Information at Fundação Getulio Vargas (FGV ECMI)[1] is a trail-blazer in developing the new profile of researchers and practitioners that will work in the strategic sectors for communication, media, and information of public institutions, corporations, and third sector organizations. FGV ECMI has highly qualified professors from Brazil and abroad, an internationally recognized teaching method, an innovative curriculum, cutting-edge laboratories, and networking and professional placement experiences for students. The school prepares students for current and future transformations in the Communication market, based on a curriculum that covers: innovative perception of trends in the field of Communication; the interdependent relationship between theory and practice; an interdisciplinary vision of Communication; and in-depth data and technology analysis.
[1] https://ecmi.fgv.br/en
Infrastructure at PUC-Rio for hosting the Conference
The 2025 Macromarketing Conference will be held on PUC-Rio’s campus. The university has a green, very well-kept campus, with a shallow river running across it. A bonus is that, depending on where you are on the campus, you can see a beautiful view of the Christ the Redeemer statue, one of the New Seven Wonders of the World. All in all, PUC-Rio’s campus is a delightful and very inspiring location for holding the event, as the following images show.
The IAG Business School, where the conference will take place, is located in the central part of the campus (as can be seen in the following map– letter “I”),
The school is composed of three buildings. In the main building, there are 14 classrooms (that seat around 40 people each) and one auditorium with a capacity for around 100 people. All classrooms are equipped with the latest technology required for teaching, delivering lectures, and learning. The entire campus is Wi-Fi enabled, and access would be given to conference participants during the days of the event. The following images give an idea of the school’s infrastructure.
To be published soon
To be published soon
To be published soon
To be published soon
Recommended Hotels for Conference Participants and Family
We are currently negotiating with two hotels in Leblon, an upscale neighborhood near the university, special rates for conference participants (and their families). At the moment, the Ritz Leblon (https://www.ritzleblon.com.br/), which is two blocks away from Leblon Beach, has offered us the following:
Rates:
Standard (Sgl/Dbl): R$ 750.00/per day
Standard Balcony (Sgl/Dbl): R$ 800.00/per day
Superior (Sgl/Dbl): R$ 900.00/per day
Superior Silence (Sgl/Dbl): R$ 930.00/per day
Superior Balcony (Sgl/Dbl): R$ 980.00/per day
Design (Sgl/Dbl): R$ 1,065.00/per day
Premium (Sgl/Dbl): R$ 1,650.00/per day
FLAT (Sgl/Dbl): R$ 1,800.00/per day
FLAT (Tpl): R$ 2,200.00/per day
Conditions:
Add 5% of ISS (tax) over the above rates
These special rates are applicable only from June 22 to 25, 2025
Check-in: 2 pm
Check-out: 12 pm
Breakfast is included, served from 6 am to 10 am
Gym: from 6 am to 10 pm
Pool/Sauna: from 6 am to 10 pm
Garage subject to availability: R$70/per day
Spa subject to availability
For reservations and more information, please contact:
+55 (21) 2540-4940
In case the attendees prefer to stay elsewhere, there are many accommodations in the neighborhoods of Copacabana, Ipanema, and Leblon, ranging from budget-friendly hostels to luxurious hotels. Budget-friendly prices can range from USD 30 to USD 60. For mid-range accommodations, you can expect to pay around USD 60 to USD 150 per night for a hotel room or apartment. These accommodations typically offer amenities such as air conditioning, Wi-Fi, and cable TV. There are many upscale hotels in the area as well. Prices for these accommodations can range from $150-USD 500 per night or more, depending on the level of luxury and the time of year. These hotels typically offer amenities such as pools, spa services, and gourmet restaurants.
Transportation to the Macromarketing Conference
In order to guarantee that all conference attendees will comfortably get to PUC-Rio on conference days, two shuttles will be stationed, before the start of the conference days, at the entrance of each of the two hotels picked as suggested accommodation options, with the same service being offered at the end of the conference days, from the university to the hotels. The ride from Leblon to Gávea is about 10 minutes, depending on traffic.
Visas to Come to Brazil
Despite citizens from most countries with which Brazil has diplomatic relations not needing visas to enter the country, there are exceptions. Citizens from China, Mexico, Pakistan, and Saudi Arabia, for instance, are required to obtain visas before coming to Brazil. As of April 2025, citizens from Australia, Canada, and the United States of America will need visas to come to Brazil. Therefore, it is recommended that interested parties who wish to attend the Macromarketing Conference in June 2025 inform themselves if they need to obtain Brazilian visas and, if so, how they should go about doing that in their home countries.
The conference organizers can offer letters to those who might need them for visas, in order to attest the reason for interested parties in visiting Brazil.
Rio de Janeiro is a unique city. Few places in the world can blend abundant nature with a bustling urban setting. Within the city, you can discover breathtaking beaches, including some that remain wild and untouched, as well as an urban forest, lagoons, waterfalls, and a stunning bay. This outstanding harmony between natural attributes and the urban city is what makes Rio such an extraordinary place. In 2012, Rio was the world’s first city to receive the title of World Heritage as a Cultural Landscape bestowed by Unesco (United Nations Educational, Scientific and Cultural Organization), an achievement that is a matter of pride to all “Cariocas” (those who live in the city of Rio), and punctuates the city’s astonishing man-nature relationship.
Rio is renowned for its lively cultural and nightlife scenes. As the birthplace of Samba, Choro, and Bossa Nova, the city boasts over 200 venues for music, theater, and art exhibitions. However, Rio’s greatest asset is its “carioca spirit,” which transforms its nearly seven million inhabitants into exceptional hosts, always eager to welcome visitors as if they were good old friends.
Probably, the two most iconic spots, where all of these wonderful characteristics of Rio are seen together, are Copacabana and Ipanema. Copacabana is known for its wide-ranging beach with a distinctive black and white wave-patterned sidewalk. It’s a vibrant neighborhood with plenty of restaurants, bars, and shops. The neighborhood is also home to historic sites like the Copacabana Fort and the Copacabana Palace Hotel, which has hosted many celebrities and dignitaries over the years.
Ipanema is a trendy neighborhood with a lively atmosphere, known for its fashionable boutiques, art galleries, and upscale restaurants. The beach in Ipanema is also famous, with its soft white sand and clear blue waters. The neighborhood is also home to the Hippie Fair, which takes place on Sundays and features handmade crafts and souvenirs.
Weather in Rio During the Conference
With the conference being held at the end of June, it will be the beginning of winter in Rio. Therefore, the weather is expected (but not guaranteed) to be sunny, with a moderate to low probability of rain, and temperatures should be around 25 C (77 F) during the day and 20 C (68 F) at night.
Airports in Rio
The city has a wide air network, with two efficient and modern airports, namely Tom Jobim International Airport – RIOgaleão, and Santos Dumont Airport. The urban transport system has integrated bus, subway, Bus Rapid Transit (BRT), and Light Rail transit (LRT) lines, as well as taxis and application services, facilitating mobility in the city.
The RIOgaleão – Tom Jobim International Airport, the main airport for international flights, is 24,8 kilometers away from the campus. It is connected via modern highways to the city center and the South Zone, where the main hotels and PUC-Rio are located.
Santos Dumont Airport, located in the city center, is just 15 kilometers away from the campus and 10 minutes from the South Zone. Excellent taxi and bus services connect the airport with the main hotels.
Exact transport information will be provided to conference attendees further on.
Hotels in the South Zone of Rio
The city of Rio de Janeiro currently has more than 350 hotels, with around 42,500 rooms in different types of accommodation, in addition to inns and budget accommodation. The three neighborhoods with most of the hotels in Rio are Copacabana, Ipanema, and Leblon.
For more information on the recommended hotels for conference participants and their families, please see the “Practical Arrangements” tab of this page.
Getting Around in Rio
Rio has a large fleet of taxis, almost all of which are air-conditioned. Regular taxis, with their peculiar yellow color, circulate through the streets charging with a taximeter. Special taxis operated by licensed companies serve airports and hotels or can be called by phone. At airports and main shopping malls, most taxis work with fixed rates depending on which neighborhood one is going to, which can be paid in advance at the company’s counter, where the price list should be posted.
The city also has Uber and other transportation apps (such as 99, Cabify, and InDrive) at the disposal of visitors.
The bus service ranges through the whole city, with bus stops in convenient locations. In some neighborhoods of Rio, BRT and LRT services are also available.
2025 Macromarketing Conference
Questioning markets and marketing: Advancing Macromarketing from multiple worldviews
To advance macromarketing from multiple worldviews, the 2025 Macromarketing Conference will move for the first time to the Global South – to the beautiful and sophisticated city of Rio de Janeiro in Brazil.
Photo by Agustin Diaz Gargiulo on Unsplash
Markets and marketing are important to all societies, providing goods and services to consumers, fostering innovation, and providing a space for symbolic exchanges. Without markets, human life would be quite limited. However, markets and marketing can also be understood as having externalities, that need to be acknowledged and discussed.
The growing concerns about the shortcomings of markets and marketing seem to indicate it is an opportune time for Macromarketing to further the conversation about these debates, especially in the context of developing countries, as these are often neglected by the marketing literature, allowing perspectives from the most varied backgrounds to come together, so we can appreciate multiple worldviews and distinct ontologies regarding these discussions.
We thus propose that Rio de Janeiro be a space for the Macromarketing Community to gather and discuss the roles of companies, governments, and non-governmental organizations in building, transforming, and maintaining more balanced markets, the results of which should be the well-being of peoples and the flourishing of societies.
We believe that having the conference in a location from the Global South is important for the advancement of macromarketing discussions, in a broader geopolitical sense, since it will bring the Macromarketing Community closer to the societal and marketing particularities of this space. This rapprochement can thus result in great opportunities for Macromarketing. Initially, an expansion of macromarketing debates to this location could be encouraged, in order to present to Brazilians, in particular, and Latin Americans, in general, how this perspective could greatly avail these realities – so used to interpreting marketing phenomena only from a limited micro perspective. At the same time, Macromarketing could also benefit from being exposed to the different onto-epistemologies present in these loci. This could reinforce the interdisciplinarity of this field and the blossoming of more theoretical developments, based on these Southern outlooks. The result of this is a better understanding of and impact over societies around the world.
With this in mind, let us use Rio as a venue to think about the relationships between marketing and society from different loci, so we can shift the axis of knowledge and give more space to epistemologies from the Global South. Let us diversify perspectives in Macromarketing through the connection between different ontologies, so we can forge a broader community of researchers. Let us strengthen the impact Macromarketing can have over societies, so we can imagine a better world for all.
Join us in Rio from June 22nd to 25th, 2025, where we will share research and engage in meaningful conversations about societies, markets, and marketing, while we solidify bonds between academics from the Global South and Global North.
Photo by Agustin Diaz Gargiulo on Unsplash
Macromarketing Society: https://macromarketing.org/
Journal of Macromarketing: https://journals.sagepub.com/home/jmk
PROFESSORES
Marcus Hemais
Associate Professor of Marketing
AIG Business School
Pontifical Catholic University of Rio de Janeiro
E-mail: marcus.hemais@iag.puc-rio.br
ORCID:https://orcid.org/0000-0001-9181-8446
João Felipe Sauerbronn
Assistant Professor of Marketing Communication
School of Communication, Media and Information
Getúlio Vargas Foundation
E-mail: felipe.sauerbronn@fgv.br
ORCID:https://orcid.org/0000-0001-6453-9425
Overview of the Hosting Schools
Pontifical Catholic University of Rio de Janeiro and the IAG Business School
The Pontifical Catholic University of Rio de Janeiro[1] is a leading academic institution in Brazil, ranked as one of the top 10 universities in Latin America, and the best in the state of Rio de Janeiro, according to the Times Higher Education Latin American University Rankings 2022. Founded in 1940, PUC-Rio has always been committed to sustainability issues, being the first in Brazil to draw up an environmental agenda. The university’s campus is located in an ecological park that is home to more than 200 species of flora, where 27 Departments are integrated[2]. It is in this interdisciplinary environment of knowledge that the Business Department (also known as IAG Business School) is inserted.
[1] https://www.puc-rio.br/english/
[2] https://ccead.puc-rio.br/360/
Created in 1976, the IAG Business School[1] offers multiple academic programs, such as the Bachelor’s degree in Business Administration, the full-time Master’s in Business Administration, the part-time Master’s in Business Administration for working executives, and the PhD program. In addition, IAG offers extension programs in many areas related to business, as well as in-company courses. While the Undergraduate program has been recognized for its high quality in different national rankings, the Graduate program had its academic excellence acknowledged once more by the Brazilian Ministry of Education, in 2022, which now ranked it in the top 14 in the country.
[1] https://iag.puc-rio.br/en/home_en/
Fundação Getulio Vargas and the School of Communication, Media and Information
Fundação Getulio Vargas[1] was founded in 1944 and was the first university to provide undergraduate, master’s, and doctorate courses in public and business administration in Brazil, as well as postgraduate courses in economics, psychology, accounting, and education. FGV also paved the way for a well-founded economy, by analyzing the Brazilian balance of payments, public accounts, and other economic indicators.
[1] https://portal.fgv.br/en
Created in 2022, the School of Communication, Media and Information at Fundação Getulio Vargas (FGV ECMI)[1] is a trail-blazer in developing the new profile of researchers and practitioners that will work in the strategic sectors for communication, media, and information of public institutions, corporations, and third sector organizations. FGV ECMI has highly qualified professors from Brazil and abroad, an internationally recognized teaching method, an innovative curriculum, cutting-edge laboratories, and networking and professional placement experiences for students. The school prepares students for current and future transformations in the Communication market, based on a curriculum that covers: innovative perception of trends in the field of Communication; the interdependent relationship between theory and practice; an interdisciplinary vision of Communication; and in-depth data and technology analysis.
[1] https://ecmi.fgv.br/en
Infrastructure at PUC-Rio for hosting the Conference
The 2025 Macromarketing Conference will be held on PUC-Rio’s campus. The university has a green, very well-kept campus, with a shallow river running across it. A bonus is that, depending on where you are on the campus, you can see a beautiful view of the Christ the Redeemer statue, one of the New Seven Wonders of the World. All in all, PUC-Rio’s campus is a delightful and very inspiring location for holding the event, as the following images show.
The IAG Business School, where the conference will take place, is located in the central part of the campus (as can be seen in the following map– letter “I”),
The school is composed of three buildings. In the main building, there are 14 classrooms (that seat around 40 people each) and one auditorium with a capacity for around 100 people. All classrooms are equipped with the latest technology required for teaching, delivering lectures, and learning. The entire campus is Wi-Fi enabled, and access would be given to conference participants during the days of the event. The following images give an idea of the school’s infrastructure.
To be published soon
To be published soon
To be published soon
To be published soon
Recommended Hotels for Conference Participants and Family
We are currently negotiating with two hotels in Leblon, an upscale neighborhood near the university, special rates for conference participants (and their families). At the moment, the Ritz Leblon (https://www.ritzleblon.com.br/), which is two blocks away from Leblon Beach, has offered us the following:
Rates:
Standard (Sgl/Dbl): R$ 750.00/per day
Standard Balcony (Sgl/Dbl): R$ 800.00/per day
Superior (Sgl/Dbl): R$ 900.00/per day
Superior Silence (Sgl/Dbl): R$ 930.00/per day
Superior Balcony (Sgl/Dbl): R$ 980.00/per day
Design (Sgl/Dbl): R$ 1,065.00/per day
Premium (Sgl/Dbl): R$ 1,650.00/per day
FLAT (Sgl/Dbl): R$ 1,800.00/per day
FLAT (Tpl): R$ 2,200.00/per day
Conditions:
Add 5% of ISS (tax) over the above rates
These special rates are applicable only from June 22 to 25, 2025
Check-in: 2 pm
Check-out: 12 pm
Breakfast is included, served from 6 am to 10 am
Gym: from 6 am to 10 pm
Pool/Sauna: from 6 am to 10 pm
Garage subject to availability: R$70/per day
Spa subject to availability
For reservations and more information, please contact:
+55 (21) 2540-4940
In case the attendees prefer to stay elsewhere, there are many accommodations in the neighborhoods of Copacabana, Ipanema, and Leblon, ranging from budget-friendly hostels to luxurious hotels. Budget-friendly prices can range from USD 30 to USD 60. For mid-range accommodations, you can expect to pay around USD 60 to USD 150 per night for a hotel room or apartment. These accommodations typically offer amenities such as air conditioning, Wi-Fi, and cable TV. There are many upscale hotels in the area as well. Prices for these accommodations can range from $150-USD 500 per night or more, depending on the level of luxury and the time of year. These hotels typically offer amenities such as pools, spa services, and gourmet restaurants.
Transportation to the Macromarketing Conference
In order to guarantee that all conference attendees will comfortably get to PUC-Rio on conference days, two shuttles will be stationed, before the start of the conference days, at the entrance of each of the two hotels picked as suggested accommodation options, with the same service being offered at the end of the conference days, from the university to the hotels. The ride from Leblon to Gávea is about 10 minutes, depending on traffic.
Visas to Come to Brazil
Despite citizens from most countries with which Brazil has diplomatic relations not needing visas to enter the country, there are exceptions. Citizens from China, Mexico, Pakistan, and Saudi Arabia, for instance, are required to obtain visas before coming to Brazil. As of April 2025, citizens from Australia, Canada, and the United States of America will need visas to come to Brazil. Therefore, it is recommended that interested parties who wish to attend the Macromarketing Conference in June 2025 inform themselves if they need to obtain Brazilian visas and, if so, how they should go about doing that in their home countries.
The conference organizers can offer letters to those who might need them for visas, in order to attest the reason for interested parties in visiting Brazil.
Rio de Janeiro is a unique city. Few places in the world can blend abundant nature with a bustling urban setting. Within the city, you can discover breathtaking beaches, including some that remain wild and untouched, as well as an urban forest, lagoons, waterfalls, and a stunning bay. This outstanding harmony between natural attributes and the urban city is what makes Rio such an extraordinary place. In 2012, Rio was the world’s first city to receive the title of World Heritage as a Cultural Landscape bestowed by Unesco (United Nations Educational, Scientific and Cultural Organization), an achievement that is a matter of pride to all “Cariocas” (those who live in the city of Rio), and punctuates the city’s astonishing man-nature relationship.
Rio is renowned for its lively cultural and nightlife scenes. As the birthplace of Samba, Choro, and Bossa Nova, the city boasts over 200 venues for music, theater, and art exhibitions. However, Rio’s greatest asset is its “carioca spirit,” which transforms its nearly seven million inhabitants into exceptional hosts, always eager to welcome visitors as if they were good old friends.
Probably, the two most iconic spots, where all of these wonderful characteristics of Rio are seen together, are Copacabana and Ipanema. Copacabana is known for its wide-ranging beach with a distinctive black and white wave-patterned sidewalk. It’s a vibrant neighborhood with plenty of restaurants, bars, and shops. The neighborhood is also home to historic sites like the Copacabana Fort and the Copacabana Palace Hotel, which has hosted many celebrities and dignitaries over the years.
Ipanema is a trendy neighborhood with a lively atmosphere, known for its fashionable boutiques, art galleries, and upscale restaurants. The beach in Ipanema is also famous, with its soft white sand and clear blue waters. The neighborhood is also home to the Hippie Fair, which takes place on Sundays and features handmade crafts and souvenirs.
Weather in Rio During the Conference
With the conference being held at the end of June, it will be the beginning of winter in Rio. Therefore, the weather is expected (but not guaranteed) to be sunny, with a moderate to low probability of rain, and temperatures should be around 25 C (77 F) during the day and 20 C (68 F) at night.
Airports in Rio
The city has a wide air network, with two efficient and modern airports, namely Tom Jobim International Airport – RIOgaleão, and Santos Dumont Airport. The urban transport system has integrated bus, subway, Bus Rapid Transit (BRT), and Light Rail transit (LRT) lines, as well as taxis and application services, facilitating mobility in the city.
The RIOgaleão – Tom Jobim International Airport, the main airport for international flights, is 24,8 kilometers away from the campus. It is connected via modern highways to the city center and the South Zone, where the main hotels and PUC-Rio are located.
Santos Dumont Airport, located in the city center, is just 15 kilometers away from the campus and 10 minutes from the South Zone. Excellent taxi and bus services connect the airport with the main hotels.
Exact transport information will be provided to conference attendees further on.
Hotels in the South Zone of Rio
The city of Rio de Janeiro currently has more than 350 hotels, with around 42,500 rooms in different types of accommodation, in addition to inns and budget accommodation. The three neighborhoods with most of the hotels in Rio are Copacabana, Ipanema, and Leblon.
For more information on the recommended hotels for conference participants and their families, please see the “Practical Arrangements” tab of this page.
Getting Around in Rio
Rio has a large fleet of taxis, almost all of which are air-conditioned. Regular taxis, with their peculiar yellow color, circulate through the streets charging with a taximeter. Special taxis operated by licensed companies serve airports and hotels or can be called by phone. At airports and main shopping malls, most taxis work with fixed rates depending on which neighborhood one is going to, which can be paid in advance at the company’s counter, where the price list should be posted.
The city also has Uber and other transportation apps (such as 99, Cabify, and InDrive) at the disposal of visitors.
The bus service ranges through the whole city, with bus stops in convenient locations. In some neighborhoods of Rio, BRT and LRT services are also available.