What is marketing? Three defining properties - UTU Research Portal

B1 Other refereed article (e.g., editorial, letter, comment) in a scientific journal

What is marketing? Three defining properties;

Authors: Jaakkola, Elina

Publisher: Springer Science and Business Media LLC

Publication year: 2026

Journal: AMS Review

Article number: 15

Volume: 16

Issue: 1

ISSN: 1869-814X

eISSN: 1869-8182

DOI: https://doi.org/10.1007/s13162-026-00336-1

Publication's open availability at the time of reporting: Open Access

Publication channel's open availability : Partially Open Access publication channel

Web address : https://doi.org/10.1007/s13162-026-00336-1

Self-archived copy’s web address: https://research.utu.fi/converis/portal/detail/Publication/523744038

Self-archived copy's licence: CC BY

Self-archived copy's version: Publisher`s PDF

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.

Keywords:

Marketing concept, Marketing phenomenon, Marketing practice

Downloadable publication

This is an electronic reprint of the original article.
This reprint may differ from the original in pagination and typographic detail. Please cite the original version.

s13162-026-00336-1.pdf

Funding information in the publication:
Open Access funding provided by University of Turku (including Turku University Central Hospital). No funding was received for the preparation of this manuscript.