• Marketing theory broadened from a narrow exchange focus to a conceptually integrated discipline, embracing theory-building, social marketing, and strategic management of marketing systems [4], [6], [8], [17], [20].

• Behavioral foundations anchor marketing knowledge, highlighting decision-making, consumer attitudes, perceived quality, and brand-influenced consumption patterns across empirical settings [2], [3], [10], [12], [20].

• Advertising and branding are treated as economic signals that shape market structure and competition, integrating econometric analyses with brand response theories [7], [12], [13], [18].

• Quantitative marketing science advances through experimentation, mathematical modelling, Markov analyses, and multivariate techniques, establishing methodological norms for theory testing and forecasting [1], [5], [11], [14], [15], [18].

• Marketing management and performance governance emerge from assessing marketing R&D and the marketing concept, tying strategy, measurement, and practice to organizational outcomes [16], [19], [20].