What is marketing? Three defining properties - UTU Research Portal

What is marketing? Three defining properties;

: Jaakkola, Elina

Publisher: Springer Science and Business Media LLC

: 2026

AMS Review

: 15

: 16

: 1

: 1869-814X

: 1869-8182

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

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

: https://research.utu.fi/converis/portal/detail/Publication/523744038

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.

Marketing concept, Marketing phenomenon, Marketing practice

s13162-026-00336-1.pdf

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