Business, Management and Accounting
2 years ago

New framework revolutionizes value-creating marketing activities within firms and stakeholders.

Marketing Theory
Marketing-as-practice: A framework and research agenda for value-creating marketing activity
Per Skålén, Bernard Covà, Johanna Gummerus, Antti Sihvonen

Paper Summary

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The article introduces a new way to understand marketing activities in businesses. It suggests a framework called Marketing-as-Practice (MAP) that focuses on marketing practices, practitioners, and praxis. This framework helps us study how firms create value through marketing, both within the company and with their customers. The research also sets out a plan for future studies on value-creating marketing activities.