What is marketing? Three defining properties
Abstract
Abstract This commentary discusses a recent call to redefine marketing by focusing on its fundamental meaning and purpose. The commentary proposes three unique, defining properties of marketing that a conceptualization of the “overarching marketing phenomenon” should accommodate to resonate with both business and academia: an externally oriented value-creation mindset, an outside-in perspective, and an integrative, relational orientation.
Fields of Study & Subjects
Service and Product Innovation
Consumer Behavior in Brand Consumption and Identification
Management and Marketing Education
Publication details
- Journal / source
- AMS Review
- Publisher
- Springer Science and Business Media LLC
- Volume
- 16
- Issue
- 1
- Publication date
- 12 May 2026
- Language
- EN