The American Marketing Association Definition of Marketing: Moving from Lagging to Leading Indicator

Abstract

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 informal and sporadic AMA definition-making process and has served as a catalyst for vigorous discourse on the proper conceptual domain and impact of marketing. Thus, the 2004 AMA definition of marketing has stimulated an important, healthy debate and has motivated reform of the AMA definition-making process.