Defining Marketing in the Digital Age: An Opportunity to Advance Marketing Thought and Practice

Authors

Norman Mafuratidze, University of JohannesburgFollow
Marius Wait, University of JohannesburgFollow
Ilse Struweg, University of JohannesburgFollow

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 second-cycle 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.

Keywords

marketing evolution, fourth industrial revolution, value co-creation, exchange, thematic analysis, document analysis

Author Bio(s)

Norman Mafuratidze is a Ph.D. Candidate and Lecturer in the Marketing Department at the University of Johannesburg (UJ). With a specialization in Marketing Research and Strategic Marketing, Norman brings a fresh perspective to the field. As a lecturer, he contributes to shaping the next generation of marketing professionals, drawing on his academic expertise and ongoing research. Please direct correspondence to nmafuratidze@uj.ac.za

Marius Wait is an Associate Professor in the Marketing Department at the University of Johannesburg (UJ). He has been an academic for the past 20 years and earned his Ph.D. in Marketing Management (with a specialisation in Sales Management) from (UJ).

Ilse Struweg is an Associate Professor in the Department of Marketing Management. She teaches undergraduate and supervises post-graduate students. Prof Struweg has worked in higher education, both in academia and university management, locally and internationally since 2001. She completed her Ph.D. at the University of Pretoria in 2005, and her research specializations include Strategic Integrated Communication, Integrated Marketing Communication, Public Relations and Qualitative research methodologies. Her teaching philosophy is based on developing and challenging students (beyond knowledge and skills), to become impactful, mindful citizens

Acknowledgements

We would like to express our sincere gratitude to the Department of Marketing at the University of Johannesburg for their unwavering support throughout the study. Their guidance and resources have been invaluable to the successful completion of this research.

Publication Date

9-28-2025

Creative Commons License

This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 4.0 International License.

DOI

10.46743/2160-3715/2025.7679

Recommended APA Citation

Mafuratidze, N., Wait, M., & Struweg, I. (2025). Defining marketing in the digital age: An opportunity to advance marketing thought and practice. The Qualitative Report, 30(9), 4320-4344. https://doi.org/10.46743/2160-3715/2025.7679

ORCID ID

https://orcid.org/0000-0002-8626-3738