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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