What is marketing? Three defining properties

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dc.contributor.authorJaakkola, Elina
dc.contributor.organizationfi=markkinointi|en=Marketing|
dc.contributor.organization-code1.2.246.10.2458963.20.50826905346
dc.converis.publication-id523744038
dc.converis.urlhttps://research.utu.fi/converis/portal/Publication/523744038
dc.date.accessioned2026-06-05T20:13:35Z
dc.description.abstractThis 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.
dc.identifier.eissn1869-8182
dc.identifier.jour-issn1869-814X
dc.identifier.urihttps://www.utupub.fi/handle/11111/61615
dc.identifier.urlhttps://doi.org/10.1007/s13162-026-00336-1
dc.identifier.urnURN:NBN:fi-fe2026060564513
dc.language.isoen
dc.okm.affiliatedauthorJaakkola, Elina
dc.okm.discipline512 Business and managementen_GB
dc.okm.discipline512 Liiketaloustiedefi_FI
dc.okm.internationalcopublicationnot an international co-publication
dc.okm.internationalityInternational publication
dc.okm.typeB1 Other Article
dc.publisherSpringer Science and Business Media LLC
dc.publisher.countryUnited Statesen_GB
dc.publisher.countryYhdysvallat (USA)fi_FI
dc.publisher.country-codeUS
dc.relation.articlenumber15
dc.relation.doi10.1007/s13162-026-00336-1
dc.relation.ispartofjournalAMS Review
dc.relation.issue1
dc.relation.volume16
dc.titleWhat is marketing? Three defining properties
dc.year.issued2026

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