Table #: American Marketing Association Definitions over time

AMA (1935) AMA (1985) AMA (2004) AMA (2007)

marketing is the
performance of
business activities
that direct the flow of
goods and services
from producers to
consumers
marketing is the
process of planning
and executing the
conception, pricing,
promotion, and
distribution of ideas,
goods, and services
to create exchanges
that satisfy individual
and organizational
objectives
marketing is an
organizational
function and a set of
processes for
creating,
communicating and
delivering value to
customers and for
managing customer
relationships in ways
that benefit the
organization and its
stakeholders
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
an organizational
function

the performance of

the activity,
business activities
that
the process of
planning and
executing
a set of processes for set of institutions,
and processes for
Conception creating, creating,

pricing
promotion communicating, and

communicating,

direct the flow of

distribution of Delivering

delivering, and

to create exchanges exchanging

goods and services

ideas, goods, and
services
value to customers offerings that have
value for

for managing
customer
relationships

from producers

that satisfy
organisational
objectives
and in ways that
benefit the
organization

to consumers

that satisfy individual
objectives
customers,

and its stakeholders clients,

partners, and

society at large.



Table : America versus UK AMA (2004), CIM (2005) and AMA (2007)
AMA (2004) Chartered Institute of
Marketing (2005)
AMA (2007)
marketing is an
organizational function and a
set of processes for creating,
communicating and
delivering value to customers
and for managing customer
relationships in ways that
benefit the organization and
its stakeholders
marketing is the management
process identifying,
anticipating and satisfying
customer requirements
profitably
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
an organizational function
the activity,
a set of processes for management process
responsible for
set of institutions, and
processes for
identifying
anticipating
creating, and satisfying creating,

communicating, and

communicating,

Delivering

delivering, and

exchanging

value to customers customer requirements offerings that have value for

for managing customer
relationships

and in ways that benefit the
organization

customers,

and its stakeholders clients,

partners, and

society at large.

profitably