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

Per Skålén*, Bernard Cova, Johanna Gummerus, Antti Sihvonen

*Corresponding author for this work

Research output: Contribution to journalArticleScientificpeer-review

9 Citations (Scopus)


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.
Original languageEnglish
Peer-reviewed scientific journalMarketing Theory
Publication statusPublished - 07.09.2022
MoE publication typeA1 Journal article - refereed


  • 512 Business and Management
  • marketing activity
  • marketing practices
  • marketing practitioners
  • marketing praxis
  • practice theory
  • value creation

Areas of Strength and Areas of High Potential (AoS and AoHP)

  • AoS: Competition economics and service strategy - Service and customer-oriented management


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