Marketing as practice

Per Skålén, Bernard Cova, Johanna Gummerus and Antti Sihvonen

Chapter 5.11 in Elgar Encyclopedia of Strategy as Practice, 2025, pp 644-645 from Edward Elgar Publishing

Abstract: Marketing strategy is particularly relevant in realizing the value-creating potential of marketing and generating competitive advantage. While research on marketing strategy offers many novel contributions, the reasons as to why marketing strategy varies across firms and contexts and the complexities of marketing strategy decision-making are under-researched. Marketing-as-practice provides a roadmap to drive strategic marketing research forward by directing future research into three areas: (1) the role of marketing practices, practitioners, and praxis in strategic marketing work within firms; (2) the relationship between marketing practices, practitioners, and praxis within and between firms and stakeholders; and (3) research on value-creating marketing activities that extends beyond the firm.

Keywords: Marketing activity; Marketing practices; Marketing practitioners; Marketing praxis; Practice theory; Value creation (search for similar items in EconPapers)
Date: 2025
ISBN: 9781035315956
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