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

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

*Motsvarande författare för detta arbete

Forskningsoutput: TidskriftsbidragArtikelVetenskapligPeer review

Sammanfattning

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.
OriginalspråkEngelska
Referentgranskad vetenskaplig tidskriftMarketing Theory
ISSN1470-5931
DOI
StatusPublicerad - 07.09.2022
MoE-publikationstypA1 Originalartikel i en vetenskaplig tidskrift

Nyckelord

  • 512 Företagsekonomi

Styrkeområden och områden med hög potential (AoS och AoHP)

  • AoS: Konkurrensanalys och servicestrategi - Service och kundorienterad ledning

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