Should the American Marketing Association's definition of marketing be updated?

Essay by Cards89University, Bachelor'sA, September 2013

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The definition of marketing has evolved and changed throughout time and will continue to do so, as our environment changes and our knowledge improves. Kotler defines marketing as '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' (Kotler, Adam, Denzie, Armstrong 2007 pg 7). This being the most current definition best reflects marketing in today's environment. Through looking at the 1935 and 1985 AMA's definitions plus the 2004 article definition it is clear that they are not suitable for today's time.

The American Marketing Association (1935), first defined 'marketing as the performance of business activities that direct the flow of goods and services from producers to consumers' (Darroch, Miles, Jardine, Cooke 2004 pg. 31). This first official definition of marketing was seen to be restricted, concentrating on 3 main focal points; 'the managerial function of coordinating demand and supply, production of goods and services and marketing as a business activity' (AMA 2004 pg.

31). It had little reflection to either promotions or pricing( Dann 2008 pg. 226). For a Definition to be viable in today's environment it must include promotions & pricing.

The AMA (1985), later modified their definition of marketing stating that it was 'the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives.' (Wilkie, Moore 2007 pg. 269). This modified definition kept the same first focal point of the 1935 definition which is marketing as a managerial function but also incorporated pricing, promotions, distribution and product, along with the exchange theory being embedded into the definition to indicate 'that marketing relied on the transference of value from consumer to organisation, and organisation to consumer' (Dann,