This paper summarizes and organizes part of the thinking of Dr. Geraldine Fennell. It was written with the intention of understanding the multiple dimensions of her work, in order to expand it. It is not a compilation of all the articles, but only of the ones the author considered most relevant. All the text is composed of quotes from different publications. The paper was not professionally edited. The references are not in an academic format, as originally it was not intended to be shared, as it eventually was, if you are reading it. The organization of the paper is inspired in the Marketing process.