REIMAGINING MARKETING MANAGEMENT IN THE TRANSFORMATIVE ERA: A HUMAN-CENTERED CONCEPTUAL FRAMEWORK FOR SUSTAINABLE VALUE CREATION

Marketing management has travelled a long way from its early image of selling products and running promotions. In today’s fast-changing world, it has become a living dialogue between business and society—between profit and purpose. This paper re-examines marketing through a human lens and proposes a 4‑I conceptual framework—Insight, Innovation, Integration, and Impact—to capture how modern marketing can create economic value while nurturing empathy, ethics, and sustainability. Blending classical marketing thought with contemporary priorities such as digital transformation, environmental sensitivity, and human well‑being, the paper builds a conceptual bridge between commerce and conscience. It offers propositions for future inquiry and practical reflections for managers who wish to lead with both intelligence and integrity.