Article2010

Stakeholder Marketing: Why “Stakeholder” Was Omitted from the American Marketing Association's Official 2007 Definition of Marketing and why the Future is Bright for Stakeholder Marketing

40 citations0/0 files storedJournal of Public Policy & Marketing

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Corporate Social Responsibility and Sustainability Marketing and Advertising Strategies Corporate Social Responsibility Reporting

Abstract

In 2004, the term “stakeholder” was included for the first time in the official definition of marketing issued by the American Marketing Association (AMA). This was a notable change because the official definition had been revised only twice in 70 years. Furthermore, it appeared to cement the concept of stakeholder marketing as central to the field's body of thought. Then, in 2007, the American Marketing Association revised the 2004 definition, replacing it with a new offering in which the term “stakeholder” was no longer present. Was this a setback for the stakeholder concept, even a repudiation of it? This short essay briefly explains what happened behind the scenes, why the revision occurred, and what this might mean for the future for the stakeholder marketing movement.

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2013Corporate Social Responsibility, Customer Orientation, and the Job Performance of Frontline Employees 2015Does Marketing Need Reform?: Fresh Perspectives on the Future 2009Stakeholder Marketing: Beyond the Four Ps and the Customer 2009The American Marketing Association's New Definition of Marketing: Perspective and Commentary on the 2007 Revision 2007The American Marketing Association's 2004 Definition of Marketing: Perspectives on Its Implications for Scholarship and the Role and Responsibility of Marketing in Society 2007What does the Definition of Marketing Tell us about Ourselves?2007A Responsibilities Framework for Marketing as a Professional Discipline 2011Service-Dominant Logic for Marketing

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