What the study found
The article argues that marketing has become too focused on tactical activities and lacks a clear purpose. It proposes shifting from an activity-based view of marketing to a higher-level view of marketing as a phenomenon, meaning its inner meaning and purpose are the main focus.
Why the authors say this matters
The authors suggest that understanding marketing as a phenomenon could make the discipline more inclusive. They conclude that this may help different institutions embrace marketing and may help reconcile conflicts between marketing’s stakeholders and between commercial and environmental interests.
What the researchers tested
This is a conceptual research article, not an empirical study. The author examines the debate in marketing journals and develops an argument for a transformative approach to how marketing is understood.
What worked and what didn't
The article says the current management approach has led marketing to become myopically focused on activities without a clear purpose. It presents the phenomenon-based approach as the alternative and says that, once marketing’s purpose is established, decisions and activities should be considered in light of that purpose.
What to keep in mind
The abstract does not describe empirical data, tests, or specific case studies. It also does not provide detailed evidence for the claims beyond the conceptual argument presented in the article.
Key points
- The article argues that marketing has become overly tactical and lacks a clear purpose.
- It proposes viewing marketing as a phenomenon rather than only as a set of activities.
- The authors suggest this broader view could make marketing more inclusive.
- The study says this approach may help reconcile conflicts among stakeholders and between commercial and environmental interests.
- No empirical study details are described in the abstract.
Disclosure
- Research title:
- Marketing should be understood as a phenomenon
- Authors:
- Christian Grönroos
- Institutions:
- Hanken School of Economics
- Publication date:
- 2026-04-27
- OpenAlex record:
- View
- Image credit:
- Biswarup Ganguly, Wikimedia Commons, CC BY 3.0
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