Marketing Definition Under Review

Since 1938, the AMA has been responsible for issuing, revising, and renewing the definition of Marketing by soliciting input from a broad cross section of the AMA membership. A committee, led by Rick Dow, AMA Chairperson of the Board-Elect, has been formed to determine how to best define the multifaceted activity, process, and profession of marketing.

The definition currently under review was released in 2007 and reads:

“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.”

The committee invites your input and hopes you will take the time to respond with your opinion to definitionofmarketing@ama.org. You are encouraged to rate the current definition (very good, good, neutral, poor, very poor), suggest edits for improvement, or offer your own definition of marketing. All feedback will be considered as the committee determines whether to revise the definition or keep the current definition. Please provide any feedback or suggestions by January 31, 2013.

We look forward to hearing from you.

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