A REVIEW AND EXTENSION OF THE PHILOSOPHIES OF MARKETING

This conceptual paper critically examines how marketing thought has evolved over the years and suggests that the theory be extended to deal with the complexities of contemporary marketing. The business practices of the industrial and the post-industrial eras were well served by traditional marketing philosophies, such as the Production Concept to the Societal Marketing Concept. However, they are not sufficiently deep in theory to address today's challenges like artificial intelligence, hyper-connectivity of digital technologies, climate change and a service-dominant economy. Using a qualitative desk research design and a theory construction approach, the study compiled and synthesised literature that is of high impact from 2015 to 2025. The paper introduces six new marketing philosophies: Regenerative, Service-Dominant (S-D) Logic, Data-Driven, Human-Centric, Experiential and Agile Marketing. These orientations represent paradigm shifts from value-in-exchange to value-in-use and from a sustainability mindset that emphasises minimising harm to a net positive mindset that emphasises positive impacts. The analysis also shows that few modern companies are strictly "one size fits all" and combine several orientations to meet the varying demands of the market. This paper offers a comprehensive solution for the adaptation of marketing courses and for marketing managers' decision-making in a Volatile, Uncertain, Complex, and Ambiguous (VUCA) world by connecting the old and the new theory and practice.