A Review and Extension of the Philosophies of Marketing

Abstract

This paper critically reviews the historical evolution of marketing thought and proposes a theoretical extension to address the complexities of the modern marketplace. While traditional philosophies ranging from the Production Concept to the Societal Marketing Concept adequately described the industrial and post-industrial eras, they lack the theoretical sufficiency to address contemporary disruptions such as artificial intelligence, the climate crisis, and the servicedominant economy. Employing a qualitative desk research design and theory construction approach, this study synthesises highimpact literature from 2015 to 2025 to identify six emerging orientations: Regenerative, ServiceDominant (S-D) Logic, Data Driven (Anticipatory), HumanCentric (Authenticity), Experiential, and Agile (Adaptive) Marketing. The analysis reveals a paradigmatic shift from value-inexchange to value-in-use and from a sustainability mindset to a net-positive regenerative focus. Furthermore, the study argues that these
philosophies are not mutually exclusive; rather, modern firms employ hybrid approaches that blend operational efficiency with high-touch interaction
to address diverse market demands. The proposed extension provides a comprehensive framework for updating academic curricula and guiding
managerial practice in a Volatile, Uncertain, Complex, and Ambiguous (VUCA) environment.