Marketing redefined: A qualitative and integrative literature review charting the evolution of marketing definitions
Purpose: This study uses the integrative literature review (ILR) methodology to examine the evolution of marketing definitions through technological transformation, demonstrating ILR's unique capacity to synthesise diverse sources and reveal thematic developments in marketing's progression...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Department of Marketing Management, University of South Africa
2025-06-01
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| Series: | The Retail and Marketing Review |
| Subjects: | |
| Online Access: | https://retailandmarketingreview.co.za/wp-content/uploads/2025/06/RMR21-1-71-93.pdf |
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| _version_ | 1849430839010525184 |
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| author | Norman Mafuratidze Professor Marius Wait Professor Ilse Struweg |
| author_facet | Norman Mafuratidze Professor Marius Wait Professor Ilse Struweg |
| author_sort | Norman Mafuratidze |
| collection | DOAJ |
| description | Purpose: This study uses the integrative literature review (ILR) methodology to examine the evolution of marketing definitions through technological transformation, demonstrating ILR's unique capacity to synthesise diverse sources and reveal thematic developments in marketing's progression.
Design/methodology/approach: The research implements a systematic five-step ILR process encompassing review design, establishing inclusion/exclusion criteria, comprehensive literature searches, data extraction, and critical synthesis to identify key patterns and shifts in marketing definitions over time.
Findings: The analysis reveals a progressive shift in marketing definitions from transactional approaches towards a value co-creation paradigm characterised by multiple interconnected actors operating in service ecosystems.
Originality: This study advances the qualitative methodological discourse by demonstrating ILR's effectiveness in examining complex, evolving concepts, distinguishing itself from traditional systematic review approaches.
Research implications: The findings establish a foundation for the future application of the ILR methodology in emerging marketing domains, particularly in digital transformation and sustainability contexts.
Practical implications: The research provides scholars and practitioners with insights for aligning marketing strategies with contemporary demands through a comprehensive understanding of marketing's definitional evolution.
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| format | Article |
| id | doaj-art-af36575fceaf4a37aa5fbd3961cd898b |
| institution | Kabale University |
| issn | 2708-3209 |
| language | English |
| publishDate | 2025-06-01 |
| publisher | Department of Marketing Management, University of South Africa |
| record_format | Article |
| series | The Retail and Marketing Review |
| spelling | doaj-art-af36575fceaf4a37aa5fbd3961cd898b2025-08-20T03:27:51ZengDepartment of Marketing Management, University of South AfricaThe Retail and Marketing Review2708-32092025-06-012117193https://doi.org/10.5281/zenodo.15683427Marketing redefined: A qualitative and integrative literature review charting the evolution of marketing definitionsNorman Mafuratidze0https://orcid.org/0000-0002-8626-3738Professor Marius Wait1https://orcid.org/0000-0001-6438-5956Professor Ilse Struweg2https://orcid.org/0000-0002-1448-5286Department of Marketing, University of JohannesburgDepartment of Marketing, University of JohannesburgDepartment of Marketing, University of JohannesburgPurpose: This study uses the integrative literature review (ILR) methodology to examine the evolution of marketing definitions through technological transformation, demonstrating ILR's unique capacity to synthesise diverse sources and reveal thematic developments in marketing's progression. Design/methodology/approach: The research implements a systematic five-step ILR process encompassing review design, establishing inclusion/exclusion criteria, comprehensive literature searches, data extraction, and critical synthesis to identify key patterns and shifts in marketing definitions over time. Findings: The analysis reveals a progressive shift in marketing definitions from transactional approaches towards a value co-creation paradigm characterised by multiple interconnected actors operating in service ecosystems. Originality: This study advances the qualitative methodological discourse by demonstrating ILR's effectiveness in examining complex, evolving concepts, distinguishing itself from traditional systematic review approaches. Research implications: The findings establish a foundation for the future application of the ILR methodology in emerging marketing domains, particularly in digital transformation and sustainability contexts. Practical implications: The research provides scholars and practitioners with insights for aligning marketing strategies with contemporary demands through a comprehensive understanding of marketing's definitional evolution. https://retailandmarketingreview.co.za/wp-content/uploads/2025/06/RMR21-1-71-93.pdfintegrative literature reviewqualitative researchmarketingvalue exchange |
| spellingShingle | Norman Mafuratidze Professor Marius Wait Professor Ilse Struweg Marketing redefined: A qualitative and integrative literature review charting the evolution of marketing definitions The Retail and Marketing Review integrative literature review qualitative research marketing value exchange |
| title | Marketing redefined: A qualitative and integrative literature review charting the evolution of marketing definitions |
| title_full | Marketing redefined: A qualitative and integrative literature review charting the evolution of marketing definitions |
| title_fullStr | Marketing redefined: A qualitative and integrative literature review charting the evolution of marketing definitions |
| title_full_unstemmed | Marketing redefined: A qualitative and integrative literature review charting the evolution of marketing definitions |
| title_short | Marketing redefined: A qualitative and integrative literature review charting the evolution of marketing definitions |
| title_sort | marketing redefined a qualitative and integrative literature review charting the evolution of marketing definitions |
| topic | integrative literature review qualitative research marketing value exchange |
| url | https://retailandmarketingreview.co.za/wp-content/uploads/2025/06/RMR21-1-71-93.pdf |
| work_keys_str_mv | AT normanmafuratidze marketingredefinedaqualitativeandintegrativeliteraturereviewchartingtheevolutionofmarketingdefinitions AT professormariuswait marketingredefinedaqualitativeandintegrativeliteraturereviewchartingtheevolutionofmarketingdefinitions AT professorilsestruweg marketingredefinedaqualitativeandintegrativeliteraturereviewchartingtheevolutionofmarketingdefinitions |