Redefining Marketing: A Personal Perspective, The Rasheedah Fagbayi Passion-Aligned 8 and 9 Ps Marketing Theory 2025-2026 Marketing

Rasheedah Fagbayi is an independent scholar and marketing theorist, and the author of Redefining Marketing: A Personal Perspective and The Rasheedah Fagbayi Passion-Aligned Theory 2025–2026 (8Ps and 9Ps Marketing Theory). Her work is formally published and archived on Zenodo with a permanent DOI (10.5281/zenodo.18330340). Her research focuses on passion-aligned marketing frameworks, ethical marketing strategy, and theory development in contemporary marketing thought.

This work formally documents the original marketing definitions and model alignment framework developed by Rasheedah Fagbayi, titled “The Rasheedah Fagbayi Passion-Aligned 8 and 9 Ps Marketing Theory 2025/2026.”

Redefining Marketing: A Personal Perspective

Introducing The Rasheedah Fagbayi Passion-Aligned 8 and 9 Ps Marketing Theory 2025/2026

Introduction

For decades, marketing scholarship has positioned Product as the first element in the 4 Ps and 7 Ps frameworks. Based on my research, professional experience and reflections during Salat(prayers), I have redefined marketing as a human-centric capability of alignment, placing Passion first and extending the model into a historic 9 Ps framework.

This work reframes marketing beyond managerial tasks into an integrated capability of aligning intention, purpose, strategy, execution, and ethical human-centric action.

Redefinition 1 – 14th December 2025, 3:30 PM

Marketing is defined as the capability of aligning the right passion, with the availability of the right product, at the right quality, in the right quantity,, at the right price, for the right people, at the right place, and at the right time.

© Copyright Rasheedah Fagbayi, 14 December 2025, 3:30pm

This definition establishes Passion as the primary driver of ethical and human-centric marketing.

Redefinition 2 – 15th December 2025, 2:06AM  (Redefined 8 Ps)

Marketing is defined as the capability of aligning the right passion, for the right purpose, and the right persona, with the availability of the right product, at the right quality, in the right quantity, at the right price, for the right people, at the right place, at the right time, and with the right promotion.

© Copyright Rasheedah Fagbayi, 15 December 2025,  2:06 AM

This refinement introduced the foundational Ps: Passion, Purpose, Persona, and positioned operational Ps as tools for ethical alignment.

Redefinition 3 – 4th January 2026, 4:40 PM  (Packaging Historic 9th P)

Marketing is defined as the capability of aligning the right passion, for the right purpose, and the right persona, with the availability of the right product, at the right quality, in the right quantity, at the right size, in the right packaging, at the right price, for the right people, at the right place, at the right time, and with the right promotion.

© Copyright Rasheedah Fagbayi, 4 January 2026, 4:40 PM.

This historic Redefinition introduces Packaging as the ninth P, bridging strategy and lived human experience.

The Four Unique Variables – Priority Explanation

The originality of this theory is anchored in four human-centric variables:

▪︎Right Passion – Intrinsic energy and authenticity driving ethical action.

▪︎Right Purpose – Ensuring intention, meaning, and alignment.

▪︎Right Persona – Connecting with audience identity, values, and motivations.

▪︎Right Packaging – A new scholarly contribution ensuring products are experienced optimally.

Together, they form the ethical and strategic core of the 9 Ps.

Remaining Operational Ps

▪︎Right Product – Quality, Quantity, and Size.

▪︎Right Price – Fair and value-aligned.

▪︎Right People – Stakeholders aligned with foundation Ps.

▪︎Right Place – Accessibility and engagement.

▪︎Right Promotion – Communication aligned with Passion, Purpose, Persona, and Packaging.

Why This Theory Is Unique

▪︎Fully human-centric foundation: Passion, Purpose, Persona.

▪︎Original operational contribution: Packaging.

Integrated ethical and strategic alignment.

▪︎Distinct from traditional 4 Ps, 7 Ps, the Passion-Aligned  8 and 9 Ps modelsn was inspired before,during and after Salat  (prayers) and developed as a scholarly, brandable theory:

The Rasheedah Fagbayi Passion-Aligned 8 and 9 Ps Marketing Theory 2025/2026.

Conclusion & Call to Action

Marketing is no longer transactional. It is the capability to aligning human intention, ethical purpose, and operational strategy. I invite marketers, educators, and leaders globally to study, adopt, and implement this framework.

© Copyright Rasheedah Fagbayi 2025–2026 All Rights Reserved

“The Rasheedah Fagbayi Passion-Aligned Theory 2025 / 2026’- This work is the original intellectual innovation of Rasheedah Fagbayi. No part may be reproduced without express written permission.