Working Paper Series

Technical Papers

Peer-reviewed working papers from the Marketing Architecture Institute. Each paper advances the theoretical and practical foundations of marketing architecture as a formal discipline.

Marketing Architecture InstituteMAI

1Technical Paper

Foundations

Marketing Architecture: Toward a Formal Discipline

Working Paper Series

marketingarchitecture.org

Paper 1Foundations

Marketing Architecture: Toward a Formal Discipline

Establishes the theoretical foundations of marketing architecture as a formal discipline — defining its scope, core constructs, and relationship to adjacent fields including marketing management, enterprise architecture, and organizational design.

42 pages

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Marketing Architecture InstituteMAI

2Technical Paper

Governance

Marketing Architectural Debt

Working Paper Series

marketingarchitecture.org

Paper 2Governance

Marketing Architectural Debt: A Theoretical Framework for Structural Accumulation, Compound Cost, and Governance Remediation

Introduces Marketing Architectural Debt as a formal construct — the accumulated gap between a marketing system's current structural configuration and what the organization's current strategic requirements would produce.

38 pages

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Marketing Architecture InstituteMAI

3Technical Paper

Governance

Governing Marketing Systems as Enterprise Assets

Working Paper Series

marketingarchitecture.org

Paper 3Governance

Governing Marketing Systems as Enterprise Assets: A Framework for Structural Accountability in Marketing Investment

Develops the institutional framework through which the structural governance gap in marketing investment oversight is closed — addressing four governance requirements: defined design authority, documented decision rationale, structural performance reporting, and independent conformance evaluation.

44 pages

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Marketing Architecture InstituteMAI

4Technical Paper

Economic Accountability

Marketing Investment as Strategic Asset

Working Paper Series

marketingarchitecture.org

Paper 4Economic Accountability

Marketing Investment as Strategic Asset: Toward an Economic Accountability Framework for Marketing System Governance

Develops an economic accountability framework that addresses the architectural failure condition directly — distinguishing measurement failure from architectural failure and establishing three requirements for genuine economic accountability in marketing governance.

40 pages

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Marketing Architecture InstituteMAI

5Technical Paper

Maturity & Conformance

Organizational Conformance and Maturity

Working Paper Series

marketingarchitecture.org

Paper 5Maturity & Conformance

Organizational Conformance and Maturity in Marketing Architecture: A Framework for Governance Capability Development and Standards Assessment

Introduces the Marketing Architecture Maturity Model (MAMM) — a five-stage governance capability progression framework — and the certification and credentialing system through which practitioner and organizational governance maturity is independently recognized.

46 pages

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About the Working Paper Series

The MAI Working Paper Series publishes peer-reviewed research advancing the theoretical and practical foundations of marketing architecture. Papers in this series contribute to the development of the Marketing Architecture Body of Knowledge (MABOK) and the institutional standards that govern the discipline.

Papers are available to qualified practitioners, researchers, and institutional partners. To request access to a paper, select it above and complete the brief request form.