marketingben

Marketingben is a term used in marketing theory to describe a framework that emphasizes the benefits delivered to customers and society by marketing activities, rather than focusing solely on sales or brand awareness. It conceptualizes marketing as a structured practice of value creation, ethical engagement, and long-term relationship building.

The term combines marketing with the suffix ben, interpreted here as benefits or benevolence. Marketingben appears in contemporary discussions on responsible marketing, sustainable branding, and stakeholder-focused strategies, but it is not universally defined across literature.

Core concepts of Marketingben center on three pillars: customer benefit (functional, emotional, and experiential value), transparency in messaging and data usage, and accountability for outcomes (including social impact). Measurements typically consider customer-perceived value, long-term loyalty, and net societal benefits, alongside traditional metrics such as return on investment and brand equity.

Applications of Marketingben span brand strategy, communications, product development, and governance. It supports practices such as value-based pricing, ethical data practices, clear disclosure of sponsorships, and alignment of marketing incentives with long-term customer relationships and social responsibility.

Criticisms of Marketingben include concerns about vagueness and the potential for the term to be co-opted as a marketing slogan without concrete metrics. Operationalizing the concept can be challenging, and it may conflict with short-term sales incentives in some organizations.

See also: marketing ethics, sustainable marketing, value proposition, stakeholder theory. As a relatively new and debated term, definitions vary by author, and Marketingben should be understood as a conceptual lens rather than a fixed framework.