Marketing-as-practice: A framework and research agenda for value-creating marketing activity
本文基于实践理论，提出营销作为实践（MAP）框架，包含营销实践、营销从业者和营销实践三个核心概念，用于研究企业内部及企业与利益相关者之间的价值创造营销活动，并提出了未来研究议程。
This paper draws on practice theory and a review of practice theoretical studies in marketing, management, consumer, and markets research to advance our knowledge of marketing as a value-creating activity within firms. Building on previous research, the paper contributes to the literature by advancing a Marketing-as-Practice (MAP) framework based on three key concepts: marketing practices, marketing practitioners, and marketing praxis. The structures and interrelationships between these key concepts are also outlined. The framework can be used to study value-creating marketing activities within firms as well as between firms and their stakeholders which is in line with the American Marketing Association’s definition of marketing. This paper also contributes by presenting a MAP research agenda to guide future research on value-creating marketing activity.