Ama: Marketing and Definition

5314 Words Jun 27th, 2013 22 Pages
The American Marketing Association’s New Definition of Marketing: Perspective and Commentary on the 2007 Revision
Gregory T. Gundlach and William L. Wilkie
In a follow-up to the fall 2007 special section of Journal of Public Policy & Marketing that examined implications of the American Marketing Association’s (AMA’s) 2004 definition of marketing, the authors examine the AMA’s revision of its definition—the new 2007 definition of marketing. The article first describes the concerns about the 2004 offering and then traces the process taken by the AMA to consider these issues and revise the definition. The authors conclude that the new definition addresses many of the major issues with the 2004 definition that had been identified by scholars
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In addition, commentary can be found in Lusch and Vargo (2006) (e.g., essays by Laczniak 2006; Lehmann 2006; Levy 2006; Wilkie and Moore 2006). 4Three of these people—Shelby D. Hunt, William L. Wilkie, and Debra J. Ringold (as AMA chairperson)—were especially involved in the facilitation of this process. 5Edited by Gregory T. Gundlach (2007), the special section contributors included Debra J. Ringold and Barton A. Weitz, Robert F. Lusch, William L. Wilkie and Elizabeth S. Moore, Shelby D. Hunt, George M. Zinkhan and Brian C. Williams, David Glen Mick, Clifford J. Shultz II, and Jagdish N. Sheth and Can Uslay. Journal of Public Policy & Marketing Vol. 28 (2) Fall 2009, 259–264

Gregory T. Gundlach is Coggin Distinguished Professor of Marketing, Department of Marketing & Logistics, University of North Florida, and Senior Research Fellow, American Antitrust Institute, Washington, D.C. (e-mail: ggundlac@unf.edu). William L. Wilkie is Nathe Professor of Marketing, College of Business, University of Notre Dame (e-mail: wwilkie@nd.edu).
© 2009, American Marketing Association ISSN: 0743-9156 (print), 1547-7207 (electronic)

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long been recognized to be vital parts of marketing. Defining marketing in a way that captured all the constituents involved in marketing was considered essential to any

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