The construction of the definition of behavioural marketing in the perspective of the philosophy of science. An attempt at international confirmation

Objectives The aim of the article is to discuss the definition of behavioural marketing, an attempt to conceptualise and confirm it in the international dimension. Such a goal is an open scientific problem, arising from the lack of a precise definition of the category under study, or, in other words, the definition of behavioural marketing by a diverse set of elements of the definiens. Material and methods The article is based on literature studies of the narrative review and own expert research conducted in 10 countries in a group of professors, specialists in marketing, economics and management (N = 56). The expert method adopted in this study allows for the confirmation of the elements of the definition of behavioural marketing in the sense used in the social sciences. Results The results of the study allow us to determine differentiated assessments of the key characteristics appearing in the definitions of behavioural marketing. The results of the study allow us to make differentiated assessments of the main characteristics appearing in the definitions of behavioural marketing. Conclusions The research is a recommendation and encouragement to continue international research in a broader, quantitative nature.