Marketing-as-practice : A framework and research agenda for value-creating marketing activity
Skålén, P., Cova, B., Gummerus, J., & Sihvonen, A. (2022). Marketing-as-practice : A framework and research agenda for value-creating marketing activity. Marketing Theory, OnlineFirst. https://doi.org/10.1177/14705931221123949
Published inMarketing Theory
© The Author(s) 2022
This paper draws on practice theory and a review of practice theoretical studies in marketing, management, consumer, and markets research to advance our knowledge of marketing as a value-creating activity within firms. Building on previous research, the paper contributes to the literature by advancing a Marketing-as-Practice (MAP) framework based on three key concepts: marketing practices, marketing practitioners, and marketing praxis. The structures and interrelationships between these key concepts are also outlined. The framework can be used to study value-creating marketing activities within firms as well as between firms and their stakeholders which is in line with the American Marketing Association’s definition of marketing. This paper also contributes by presenting a MAP research agenda to guide future research on value-creating marketing activity.
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- Kauppakorkeakoulu 
Additional information about fundingThis study is supported by Riksbankens Jubileumsfond (SAB21-0057) and Jan Wallanders och Tom Hedelius Stiftelse samt Tore Browaldhs Stiftelse (P18-0028).
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