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<p>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.</p>

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What is marketing? Three defining properties

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2026年5月12日

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  • Elina Jaakkola

摘要

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.