What does the Definition of Marketing Tell us about Ourselves?

William L. Wilkie · Elizabeth S. Moore

61 citations0/0 files storedJournal of Public Policy & Marketing

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Marketing and Advertising Strategies Management and Organizational Studies Management and Marketing Education

Abstract

Following a brief historical examination of how the American Marketing Association has changed its definition of marketing across time, this essay identifies the 2004 effort as actually a definition of “marketing management,” not of the larger field of marketing itself. The concern with this definition is that it is incomplete; marketing management is important, but it is not all of marketing. The essay discusses six limitations that arise from the narrow conception that has been adopted and then presents the broadened conception of an “aggregate marketing system” that should adjoin marketing management as central to thinking in this field. The essay concludes with a recap of recent developments toward modification of the 2004 definition that indicate that this appears likely to happen.

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2000Marketing management: analysis. planning. implementation and control 1973Marketing Management: Analysis, Planning and Control 2003Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development 1999Marketing's Contributions to Society 2007Marketing's Evolving Identity: Defining Our Future 1952Marketing in the American Economy 2007The American Marketing Association's 2004 Definition of Marketing: Perspectives on Its Implications for Scholarship and the Role and Responsibility of Marketing in Society

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2010Stakeholder 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 2021Toward an integrative theory of marketing 2019INVESTIGATING THE IMPACT OF CRISIS ON CORPORATE COSTS AND SALES USING ECONOMETRICS METHOD 2016What is Marketing? A Study on Marketing Managers’ Perception of the Definition of Marketing.2009Siła przetargowa przedsiębiorstwa a efektywność jego działalności marketingowej 2016

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