Abstract
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. Design/methodology/approach: The research implements a systematic five-step ILR process encompassing review design, establishing inclusion/exclusion criteria, comprehensive literature searches, data extraction, and critical synthesis to identify key patterns and shifts in marketing definitions over time. Findings: The analysis reveals a progressive shift in marketing definitions from transactional approaches towards a value co-creation paradigm characterised by multiple interconnected actors operating in service ecosystems. Originality: This study advances the qualitative methodological discourse by demonstrating ILR's effectiveness in examining complex, evolving concepts, distinguishing itself from traditional systematic review approaches. Research implications: The findings establish a foundation for the future application of the ILR methodology in emerging marketing domains, particularly in digital transformation and sustainability contexts. Practical implications: The research provides scholars and practitioners with insights for aligning marketing strategies with contemporary demands through a comprehensive understanding of marketing's definitional evolution.