Ecosystem Marketing: Sustainable Systems Engineering of the Future

This article introduces the Ecosystem Marketing framework to Turkish academic literature — the first such framework in Turkey, published concurrently with Philip Kotler and Christian Sarkar's global introduction of the concept in February 2019. The paper argues that the unit of competitive strategy is no longer the firm but the ecosystem, and develops a conceptual model for how firms can construct and position themselves within business ecosystems to achieve sustainable competitive advantage. The framework challenges traditional firm-centric marketing strategy and proposes that value creation emerges from ecosystem architecture rather than individual resource deployment.