Work

Marketing-as-practice: A framework and research agenda for value-creating marketing activity

Year: 2022

Type: article

Abstract: This paper draws on practice theory and a review of practice theoretical studies in marketing, management, consumer, and markets research to advance our knowledge of marketing as a value-creating activity within firms. Building on previous research, the paper contributes to the literature by advancing a Marketing-as-Practice (MAP) framework based on three key concepts: marketing practices, marketing practitioners, and marketing praxis. The structures and interrelationships between these key concepts are also outlined. The framework can be used to study value-creating marketing activities within firms as well as between firms and their stakeholders which is in line with the American Marketing Association’s definition of marketing. This paper also contributes by presenting a MAP research agenda to guide future research on value-creating marketing activity.

Source: Marketing Theory

DOI: 10.1177/14705931221123949

Authors: Per Skålén, Bernard Cova, Johanna Gummerus, Antti Sihvonen

Institutions: Karlstad University, Hanken School of Economics, Kedge Business School, University of Jyväskylä

Language: English

Topic: Marketing and Advertising Strategies

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: hybrid

Estimated APC paid: $502

Funders: Jan Wallanders och Tom Hedelius Stiftelse samt Tore Browaldhs Stiftelse, Riksbankens Jubileumsfond