Probably the best definition of marketing to consider is the one that is published by the american marketing association. The american marketing associations definition of marketing explained.
The definition of marketing and following definitions were approved by the american marketing association board of directors.
American marketing association marketing definition. Perspective and commentary on the 2007 revision gregory t. Non primary source neededthe ama was formed in 1937 from the merger of two predecessor organizations the national association of marketing teachers and the american marketing. Marketing is the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large.
Pdf 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. It has 76 professional chapters and 250 collegiate chapters across the united states. The term developed from the original meaning which referred literally to going to market with goods for sale.
The american marketing associations new definition of marketing. An association of individuals and organizations that are considered to be leaders in the marketing industry. Marketing leaders have access to a variety of resources that help them to improve.
Wilkie in a follow up to the fall 2007 special section of journal of public policy marketingthat examined implications of the american marketing associations amas 2004 definition of. This site content may not be copied reproduced or redistributed without the prior written permission of the american marketing association or its affiliates. American marketing association ama.
The american marketing association ama is a professional association for marketing professionals with 30000 members as of 2012. The association which began in the early 1900s now boasts 76 chapters and thousands of members across the country. The american marketing association defines a a brand is a name term sign symbol or design or a combination of them intended to identify the goods or services of one seller or a group of sellers and to differentiate them from those of competitors1.
Today the ama has grown to be one of the most respected and relied upon marketing associations in the world with more than 30000 members who work and conduct knowledge sharing conferences about several fields of marketing across the globe. Marketing is defined by the american marketing association as the activity set of institutions and processes for creating communicating delivering and exchanging offerings that have value for customers clients partners and society at large. Although many textbooks will have their own variation of the definition of marketing the american marketing association is really the peak body for.
American marketing association ama was established in 1937 by the enthusiasts in marketing and academia. Gundlach and william l.