Challenges and opportunities in the transformation to transformative marketing

Abstract

By definition, the primary function of marketing is to transform demand into supply; it also identifies the needs for change within organizations and implements them to ensure the next steps towards growth through new models of value creation. Following this principle, as well as summarizing the current processes in the marketing environment, the paper examines the concept of "transformational marketing", defined by V. Kumar. It emphasizes key points, problems, and activities related to the transformation of business organizations, as well as the framework and important factors for the concept, which include the generation and application of knowledge within organizations.