The American Marketing Association Definition of Marketing: Moving from Lagging to Leading Indicator

Rather than constraining scholars whose focus is marketing and society, the 2004 American Marketing Association (AMA) definition of marketing has provoked warranted criticisms of the informal and sporadic AMA definition-making process and has served as a catalyst for vigorous discourse on the proper...

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Bibliographic Details
Published in:Journal of public policy & marketing 2007-10, Vol.26 (2), p.251-260
Main Authors: Ringold, Debra Jones, Weitz, Barton
Format: Article
Language:English
Subjects:
Business operations
Consumer advertising
Consumer goods
Definitions
Distribution planning
Essays and Commentaries
Market planning
Market prices
Marketing
Marketing management
Marketing strategies
Subcommittees
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Summary:Rather than constraining scholars whose focus is marketing and society, the 2004 American Marketing Association (AMA) definition of marketing has provoked warranted criticisms of the informal and sporadic AMA definition-making process and has served as a catalyst for vigorous discourse on the proper conceptual domain and impact of marketing. Thus, the 2004 AMA definition of marketing has stimulated an important, healthy debate and has motivated reform of the AMA definition-making process.
ISSN:0743-9156
1547-7207
DOI:10.1509/jppm.26.2.251