Abstract
Our study consolidates and refines diverse marketing definitions that have emerged over six decades to
formulate a contemporary definition encapsulating the discipline’s current practices and theoretical
advancements. We investigate how diverse conceptualizations of marketing can be synthesized into a
modern definition that accurately reflects current practices and theoretical advancements while providing
practical guidance. Using qualitative document analysis methodology, we conducted first- and secondcycle
coding on existing marketing definitions from academic literature and industry publications,
identifying recurring themes through thematic analysis. Our findings reveal that marketing can be
effectively conceptualized through the DIVE framework (Dynamism, Interconnectivity, Value co-creation,
and Exchange), positioning it as a dynamic, value-driven process benefiting multiple interconnected
actors in service ecosystems within evolving settings. This research contributes to marketing theory by
bridging traditional and modern perspectives while providing practitioners with a unified conceptual
framework emphasizing adaptability, customer centricity, and sustainability in navigating the complex and
rapidly changing marketing landscape.