Towards a New Conceptualization of Marketing: From the Cradle to the Grave, Marketing is Life

Divine Mawuli Akwensivie (), Michael Addai, Elikem Chosniel Ocloo and Fortune Edem Amenuvor
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Divine Mawuli Akwensivie: Department of Marketing. Faculty of Business, Accra Technical University
Michael Addai: Department of Marketing. Faculty of Business, Accra Technical University
Elikem Chosniel Ocloo: Department of Marketing. Faculty of Business, Accra Technical University
Fortune Edem Amenuvor: Ashesi University, Department of Business Administration

A chapter in Proceedings of the International Conference on Sustainable Business and Entrepreneurship (ICSBE 2025), 2025, pp 466-486 from Springer

Abstract: Abstract This paper explores the omnipresence of marketing in human life, emphasizing its role in shaping consumer behaviors, identities, and decision-making processes from pre-birth to death. It examines how marketing influences key life stages, major life decisions, and societal structures, reinforcing the idea that marketing is not just a business function but an essential part of life. This is a conceptual paper that draws on existing literature, theories, and real-world examples to analyze marketing’s pervasive impact. The study adopts a qualitative approach, synthesizing insights from consumer behavior, branding, and life-cycle marketing frameworks. Marketing is deeply embedded in human existence, from pre-birth and early childhood consumer socialization to adulthood purchasing behaviors and even end-of-life decisions. It shapes personal identity, cultural norms, and economic trends. The rise of AI and digital marketing has further personalized consumer experiences, making marketing an inescapable force in daily life. Understanding marketing as a lifelong phenomenon helps businesses develop more relevant and ethical marketing strategies. It also encourages consumers to become more aware of marketing’s influence on their choices, promoting informed decision-making. Policymakers and educators can leverage these insights to enhance consumer protection and media literacy programs. This paper provides a holistic perspective on marketing’s role across the human lifespan, offering a unique conceptual framework that connects marketing with life stages and societal evolution. By framing marketing as an essential and continuous force, it highlights new avenues for research and strategic business applications.

Keywords: Marketing; Pre-birth; Identity; Preferences; Choice; Strategy (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-930-8_29

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