Towards a New Conceptualization of Marketing: From the Cradle to the Grave, Marketing is Life

DOI

10.2991/978-94-6463-930-8_29How to use a DOI?

Keywords

Marketing; Pre-birth; Identity; Preferences; Choice; Strategy

Abstract

This paper explores the omnipresence of marketing in human life, emphasizing its role in shaping consumer behaviors, identities, and decision-making processes from pre-birth to death. It examines how marketing influences key life stages, major life decisions, and societal structures, reinforcing the idea that marketing is not just a business function but an essential part of life. This is a conceptual paper that draws on existing literature, theories, and real-world examples to analyze marketing’s pervasive impact. The study adopts a qualitative approach, synthesizing insights from consumer behavior, branding, and life-cycle marketing frameworks. Marketing is deeply embedded in human existence, from pre-birth and early childhood consumer socialization to adulthood purchasing behaviors and even end-of-life decisions. It shapes personal identity, cultural norms, and economic trends. The rise of AI and digital marketing has further personalized consumer experiences, making marketing an inescapable force in daily life. Understanding marketing as a lifelong phenomenon helps businesses develop more relevant and ethical marketing strategies. It also encourages consumers to become more aware of marketing’s influence on their choices, promoting informed decision-making. Policymakers and educators can leverage these insights to enhance consumer protection and media literacy programs. This paper provides a holistic perspective on marketing’s role across the human lifespan, offering a unique conceptual framework that connects marketing with life stages and societal evolution. By framing marketing as an essential and continuous force, it highlights new avenues for research and strategic business applications.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Divine Mawuli Akwensivie
AU  - Michael Addai
AU  - Elikem Chosniel Ocloo
AU  - Fortune Edem Amenuvor
PY  - 2025
DA  - 2025/12/26
TI  - Towards a New Conceptualization of Marketing: From the Cradle to the Grave, Marketing is Life
BT  - Proceedings of the International Conference on Sustainable Business and Entrepreneurship (ICSBE 2025)
PB  - Atlantis Press
SP  - 466
EP  - 486
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-930-8_29
DO  - 10.2991/978-94-6463-930-8_29
ID  - Akwensivie2025
ER  -