Marketing is a nebula. (Originally, nebula was a name for any diffuse astronomical object.)
Marketing is massive and it’s diffuse. It covers pretty much everything. Anything can be marketing.
This makes it impossible to have a universal theory of marketing that applies in all circumstances.
Rather, we need to recognise precisely whatever it is that we’re trying to achieve, and then figure out how to make that happen.
Marketing is simply customer-origin thinking (while Innovation is product-origin thinking). The two overlap and converge.