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The AMA Definition of Marketing: A Comprehensive Guide
Author: Dr. Anya Sharma, PhD, Associate Professor of Marketing, University of California, Berkeley. Dr. Sharma has over 15 years of experience in marketing research and education, specializing in digital marketing and consumer behavior.
Publisher: The Marketing Insights Institute (MII), a leading publisher of marketing research and educational materials, dedicated to providing cutting-edge insights and best practices for marketing professionals.
Editor: Sarah Chen, Senior Editor, MII. Sarah has over 10 years of experience editing and publishing materials on marketing strategy and consumer behavior.
Keyword: ama definition of marketing
Summary: This guide provides a deep dive into the American Marketing Association's (AMA) definition of marketing, exploring its key components, practical applications, and potential pitfalls. It examines best practices for implementing the AMA definition and offers insights into how to avoid common mistakes. The guide also delves into the evolution of the definition and its relevance in today's dynamic marketing landscape.
Understanding the AMA Definition of Marketing
The American Marketing Association (AMA) offers a concise yet comprehensive definition of marketing that serves as a foundational pillar for the field. The current AMA definition of marketing, continually refined to reflect industry evolution, emphasizes the customer-centric nature of successful marketing strategies. Understanding the nuances of the ama definition of marketing is crucial for marketers at all levels. While precise wording may evolve over time, the core principles remain constant. A thorough understanding ensures alignment with best practices and avoids common pitfalls.
The AMA's definition focuses on creating, communicating, and delivering value to customers and building strong customer relationships. This isn't simply about selling; it's about building mutually beneficial relationships. This holistic approach is key to understanding the ama definition of marketing.
Key Components of the AMA Definition of Marketing:
Creating Value: This involves understanding customer needs and wants and developing products or services that meet those needs better than the competition. This is a crucial aspect of the ama definition of marketing, emphasizing proactive problem-solving. It goes beyond simply identifying a need; it involves creating a product or service that provides superior value and solves problems effectively.
Communicating Value: This entails effectively conveying the value proposition to the target audience. This involves clear, concise, and persuasive messaging through various channels (digital, traditional, etc.). This component of the ama definition of marketing underscores the importance of effective communication strategies to reach and resonate with the intended audience.
Delivering Value: This encompasses the entire customer experience, from product acquisition to post-purchase support. Seamless and efficient delivery systems are crucial for customer satisfaction and loyalty. This aspect of the ama definition of marketing highlights the importance of operational excellence and meeting customer expectations at every touchpoint.
Building Customer Relationships: This is arguably the most significant component, fostering long-term loyalty and advocacy. Repeat business and positive word-of-mouth are invaluable assets built through robust customer relationships. The ama definition of marketing strongly emphasizes customer relationship management (CRM) as a cornerstone of sustainable success.
Best Practices for Implementing the AMA Definition of Marketing
Successful implementation requires a strategic and customer-centric approach. Key best practices include:
Deep Customer Understanding: Conduct thorough market research to understand customer needs, preferences, and behaviors.
Value-Driven Proposition: Develop a clear and compelling value proposition that resonates with the target audience.
Integrated Marketing Communications: Utilize a consistent message across all channels and touchpoints.
Data-Driven Decision Making: Employ data analytics to track performance, measure ROI, and make data-informed adjustments.
Agile and Adaptable Strategies: Respond quickly to market changes and customer feedback.
Ethical and Responsible Marketing: Adhere to ethical guidelines and build trust with customers.
Common Pitfalls to Avoid
Misinterpretations or neglect of key components can lead to ineffective marketing strategies. Common pitfalls include:
Product-centric Approach: Focusing solely on the product without considering customer needs.
Poor Communication: Failing to effectively convey the value proposition to the target audience.
Disjointed Marketing Efforts: Using inconsistent messaging across different channels.
Ignoring Customer Feedback: Failing to listen to and act upon customer feedback.
Lack of Measurement and Analytics: Not tracking key metrics and making data-driven decisions.
Unethical or Deceptive Practices: Engaging in practices that damage customer trust.
The Evolution of the AMA Definition of Marketing
The ama definition of marketing has evolved over time, reflecting the changing business environment and technological advancements. Initially focusing on exchange and transactions, it now emphasizes relationship building and customer value creation. This dynamic evolution underlines the importance of staying current with the latest thinking and best practices within the marketing discipline.
Conclusion
The ama definition of marketing, with its emphasis on creating, communicating, delivering value, and building customer relationships, provides a timeless framework for success. By understanding and applying its key components and avoiding common pitfalls, marketers can develop and implement effective strategies that drive growth and build sustainable businesses. Continuous adaptation and a commitment to customer-centricity are vital for navigating the ever-evolving marketing landscape.
FAQs
1. What is the most crucial element of the AMA definition of marketing? Building strong customer relationships is arguably the most crucial, as it underpins long-term success and loyalty.
2. How does the AMA definition differ from older definitions of marketing? Older definitions often focused solely on exchange and transactions; the current definition emphasizes value creation and relationship building.
3. How can I ensure my marketing strategy aligns with the AMA definition? Prioritize customer understanding, develop a strong value proposition, and build integrated marketing communications.
4. What are the consequences of ignoring customer feedback? Ignoring customer feedback can lead to missed opportunities, decreased customer satisfaction, and ultimately, lost sales.
5. How does data-driven decision making contribute to the AMA definition? Data helps to optimize marketing efforts, ensuring resources are allocated effectively and value is maximized.
6. What ethical considerations are important when implementing the AMA definition? Transparency, honesty, and respect for customer privacy are paramount to building trust and long-term relationships.
7. How can I measure the effectiveness of my marketing efforts in relation to the AMA definition? Track key metrics such as customer acquisition cost, customer lifetime value, and brand awareness.
8. How does the AMA definition apply to B2B marketing? The principles remain the same; the focus shifts to understanding business needs and building strong relationships with key stakeholders.
9. How often does the AMA update its definition of marketing? The AMA periodically revises its definition to reflect the evolving marketing landscape and emerging trends.
Related Articles:
1. The Evolution of Marketing Thought: Traces the historical development of marketing concepts and their impact on the AMA definition.
2. Customer Relationship Management (CRM) and the AMA Definition: Explores the integration of CRM strategies with the principles outlined in the AMA definition.
3. Digital Marketing and the AMA Definition: Examines how digital marketing tools and strategies align with the core tenets of the AMA definition.
4. Measuring Marketing ROI: Aligning with the AMA Definition: Provides guidance on measuring the return on investment of marketing activities in relation to the value proposition.
5. Ethical Considerations in Modern Marketing: Applying the AMA Definition: Discusses ethical best practices and responsible marketing strategies aligned with the AMA's definition.
6. The Role of Market Research in Implementing the AMA Definition: Highlights the crucial role of market research in understanding customers and creating value.
7. Building Customer Loyalty: A Key Component of the AMA Definition: Delves into strategies for fostering long-term customer loyalty and advocacy.
8. Content Marketing and the AMA Definition: Explores how content marketing contributes to the value creation and communication elements of the AMA definition.
9. International Marketing and the AMA Definition: Discusses how the AMA definition applies to marketing strategies in global contexts.
| ama definition of marketing: Does Marketing Need Reform? Jagdish N Sheth, Rajendra S Sisodia, 2015-01-28 Many marketers fear that the field's time-worn principles are losing touch with today's realities. Does Marketing Need Reform? collects the insights of a select group of leading marketing thinkers and practitioners who are committed to restoring marketing's timeless values. The book sets the agenda for a new generation of marketing principles. As the editors note in their introduction; Marketing is a powerful force backed up by huge resources. It must be entrusted only to those with the wisdom to use it well. The contributors seek to understand and explain how and why marketing has veered significantly off course in order to steer it back in the right direction. The concepts and perspectives presented in this book will inspire a renewed commitment to the highest ideals of marketing - serving customers individually and society as a whole by synergistically aligning company, customer, and social interests. |
| ama definition of marketing: Proceedings of the 1989 Academy of Marketing Science (AMS) Annual Conference Jon M. Hawes, John Thanopoulos, 2015-05-12 This volume includes the full proceedings from the 1989 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida. It provides a variety of quality research in the fields of marketing theory and practice in areas such as consumer behaviour, marketing management, marketing education, and international marketing, among others. Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complimenting the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science. |
| ama definition of marketing: The AMA Dictionary of Business and Management George Thomas Kurian, 2013 Now students, instructors, and professionals everywhere can find clear, authoritative, explanations of more than 6,000 key business terms. Prepared by a noted encyclopedist, The AMA Dictionary of Business and Management covers a vast range of terminology from all areas of business including management, strategy, finance, human resources, economics, marketing, sales, insurance, and international business. The book explains accounting rules, legal terminology, slang and buzzwords, acronyms, management theories, historical figures, economic concepts, performance metrics, and more-all the crucial ideas that have transformed business practices and management science in the past 25 years. In addition to concise definitions, this indispensable reference includes longer entries for ideas needing more elaborate explanations, as well as a pronunciation guide for difficult words, special sections on usage, and a thesaurus of related words. While quick definitions abound online, The AMA Dictionary of Business and Management supplies the depth and clarity lacking in most webinitions. And it includes thousands of technical terms omitted from even premier unabridged dictionaries. From Abilene paradox to zero-based budgeting, this is an essential resource for anyone serious about business. |
| ama definition of marketing: Rethinking Marketing Douglas Brownlie, 1999-03-23 `This is an important text. It brings together critical reflections on the discipline's contribution in terms of theory, practice and pedagogy and as such is equally as insightful and challenging as some of its recent predecessors (eg Brown et al 1996; Brown and Turley 1997; Brown 1998). The book represents a useful point of departure for those setting off on their own critical journeys and, thus, it should be included on the reading lists of all those carrying out masters or doctoral research in marketing' - Journal of Marketing Management This book provides a challenging and stimulating coverage of a broad range of key issues in contemporary marketing - such as marketing philosophy, marketing ethics, the mar |
| ama definition of marketing: Dictionary of Marketing Terms Peter D. Bennett, 1995 Definitions include all of the most important marketing terms from every aspect of the field. Cross-referenced for ease of use, it covers both the day-to-day terminology and the specialized vocabulary in corporate and academic use. |
| ama definition of marketing: Essentials of Health Care Marketing Berkowitz, 2016-08-15 Essentials of Health Care Marketing, Fourth Edition will provide your students with a foundational knowledge of the principles of marketing and their particular application in health care. Moreover, the text offers a perspective on how these principles must shift in response to the changing environmental forces that are unique to this market. |
| ama definition of marketing: Model Rules of Professional Conduct American Bar Association. House of Delegates, Center for Professional Responsibility (American Bar Association), 2007 The Model Rules of Professional Conduct provides an up-to-date resource for information on legal ethics. Federal, state and local courts in all jurisdictions look to the Rules for guidance in solving lawyer malpractice cases, disciplinary actions, disqualification issues, sanctions questions and much more. In this volume, black-letter Rules of Professional Conduct are followed by numbered Comments that explain each Rule's purpose and provide suggestions for its practical application. The Rules will help you identify proper conduct in a variety of given situations, review those instances where discretionary action is possible, and define the nature of the relationship between you and your clients, colleagues and the courts. |
| ama definition of marketing: Basic Marketing Mccarthy E. Jerome, William D. Perreault, Jr., 1987-02-01 |
| ama definition of marketing: Journal of Public Policy and Marketing Thomas C. Kinnear, 1984-05 |
| ama definition of marketing: The Service-Dominant Logic of Marketing Robert F. Lusch, Stephen L. Vargo, 2014-12-18 Expanding on the editors' award-winning article Evolving to a New Dominant Logic for Marketing, this book presents a challenging new paradigm for the marketing discipline. This new paradigm is service-oriented, customer-oriented, relationship-focused, and knowledge-based, and places marketing, once viewed as a support function, central to overall business strategy. Service-dominant logic defines service as the application of competencies for the benefit of another entity and sees mutual service provision, rather than the exchange of goods, as the proper subject of marketing. It moves the orientation of marketing from a market to philosophy where customers are promoted to, targeted, and captured, to a market with philosophy where the customer and supply chain partners are collaborators in the entire marketing process. The editors elaborate on this model through an historical analysis, clarification, and extension of service-dominant logic, and distinguished marketing thinkers then provide further insight and commentary. The result is a more comprehensive and inclusive marketing theory that will challenge both current thinking and marketing practice. |
| ama definition of marketing: AMA Business Boot Camp Edward T. Reilly, 2013 The collective wisdom of The American Management Association-right at your fingertips. |
| ama definition of marketing: Business-to-Business Marketing Ross Brennan, Louise Canning, Raymond McDowell, 2010-10-20 The Second Edition of this bestselling B2B marketing textbook offers the same accessible clarity of insight, combined with updated and engaging examples. Each chapter contains a detailed case study to further engage the reader with the topics examined. - Featuring updated case studies and a range of new examples. - Incorporating additional coverage of B2B branding and the B2B strategic marketing process, and issues of sustainability. - Extended coverage of Key Account Management - Online lecturer support including PowerPoint slides and key web links Drawing on their substantial experience of business-to-business marketing as practitioners, researchers and educators, the authors make this exciting and challenging area accessible to advanced undergraduate and to postgraduate students of marketing, management and business studies. Praise for the Second Edition: 'I found that the first edition of Brennan, Canning and McDowell's text was excellent for raising students' awareness and understanding of the most important concepts and phenomena associated with B2B marketing. The second edition should prove even more successful by using several new case studies and short 'snapshots' to illustrate possible solutions to common B2B marketing dilemmas, such as the design and delivery of business products and services, the selection of promotional tools and alternative routes to market. The new edition also deals clearly with complex issues such as inter-firm relationships and networks, e-B2B, logistics, supply chain management and B2B branding' - Michael Saren, Professor of Marketing, University of Leicester 'This textbook makes a unique contribution to business-to-business teaching: not only does it provide up-to-date cases and issues for discussion that reach to the heart of business-to-business marketing; it also brings in the latest academic debates and makes them both relevant and accessible to the readers. A fantastic addition to any library or course' - Dr Judy Zolkiewski, Senior Lecturer in Business-to-Business Marketing, Manchester Business School 'The advantage of the approach taken by Brennan and his colleagues is that this book manages to convey both the typical North American view of B2B marketing as the optimisation of a set of marketing mix variables, and the more emergent European view of B2B Marketing as being focused on the management of relationships between companies. This updated second edition sees the addition of a number of 'snapshots' in each chapter that bring the subject alive through the description of current examples, as well as some more expansive end-of-chapter case studies. It is truly a most welcome addition to the bookshelves of those students and faculty interested in this facet of marketing' - Peter Naudé, Professor of Marketing, Manchester Business School 'The strength of this text lies in the interconnection of academic theory with real world examples. Special attention has been given to the role that relationships play within the Business-to business environment, linking these to key concepts such as segmentation, targeting and marketing communications, which importantly encompasses the role personal selling as relationshipmmunications building and not just order taking. With good coverage of international cultural differences this is a valuable resource for both students of marketing and sales' - Andrew Whalley, Lecturer in Business-to-Business Marketing, Royal Holloway University of London 'The text provides an authoritative, up-to-date review of organisational strategy development and 'firmographic' market segmentation. It provides a comprehensive literature review and empiric examples through a range of relevant case studies. The approach to strategy formulation, ethics and corporate social responsibility are especially strong' - Stuart Challinor, Lecturer in Marketing, Newcastle University 'This revised second edition offers an excellent contemporary view of Business-to-Business Marketing. Refreshingly, the text is packed with an eclectic mix of largely European case studies that make for extremely interesting reading. It is a 'must read' for any undergraduate or postgraduate Marketing student' - Dr Jonathan Wilson, Senior Lecturer, Ashcroft International Business School, Anglia Ruskin University, Cambridge |
| ama definition of marketing: Critical Marketing Pauline Maclaran, Michael Saren, Christina Goulding, Richard Elliott, Miriam Caterall, 2012-06-25 Marketing is still widely perceived as simply the creator of wants and needs through selling and advertising and marketing theory has been criticized for not taking a more critical approach to the subject. This is because most conventional marketing thinking takes a broadly managerial perspective without reflecting on the wider societal implications of the effects of marketing activities. In response this important new book is the first text designed to raise awareness of the critical, ethical, social and methodological issues facing contemporary marketing. Uniquely it provides: · The latest knowledge based on a series of major seminars in the field · The insights of a leading team of international contributors with an interdisciplinary perspective . A clear map of the domain of critical marketing · A rigorous analysis of the implications for future thinking and research. For faculty and upper level students and practitioners in Marketing, and those in the related areas of cultural studies and media Critical Marketing will be a major addition to the literature and the development of the subject. |
| ama definition of marketing: Essentials of Marketing Research Kenneth E. Clow, Karen E. James, 2013-01-09 Essentials of Marketing Research takes an applied approach to the fundamentals of marketing research by providing examples from the business world of marketing research and showing students how to apply marketing research results. This text focuses on understanding and interpreting marketing research studies. Focusing on the 'how-to' and 'so what' of marketing research helps students understand the value of marketing research and how they can put marketing research into practice. There is a strong emphasis on how to use marketing research to make better management decisions. The unique feature set integrates data analysis, interpretation, application, and decision-making throughout the entire text. The text opens with a discussion of the role of marketing research, along with a breakdown of the marketing research process. The text then moves into a section discussing types of marketing research, including secondary resources, qualitative research, observation research, and survey research. Newer methods (e.g. using blogs or Twitter feeds as secondary resources and using online focus groups) are discussed as extensions of traditional methods such. The third section discusses sampling procedures, measurement methods, marketing scales, and questionnaires. Finally, a section on analyzing and reporting marketing research focuses on the fundamental data analysis skills that students will use in their marketing careers. Features of this text include: - Chapter Openers describe the results of a research study that apply to the topics being presented in that chapter. These are taken from a variety of industries, with a greater emphasis on social media and the Internet. - A Global Concerns section appears in each chapter, helping prepare students to conduct market research on an international scale.This text emphasizes the presentation of research results and uses graphs, tables, and figures extensively. - A Statistics Review section emphasizes the practical interpretation and application of statistical principles being reviewed in each chapter. - Dealing with Data sections in each chapter provide students with opportunities to practice interpreting data and applying results to marketing decisions. Multiple SPSS data sets and step-by-step instructions are available on the companion site to use with this feature. - Each Chapter Summary is tied to the chapter-opening Learning Objectives. - A Continuing Case Study follows a group of students through the research process. It shows potential trade-offs, difficulties and flaws that often occur during the implementation of research project. Accompanying case questions can be used for class discussion, in-class group work, or individual assignments. - End-of-Chapter Critical Thinking Exercises are applied in nature and emphasize key chapter concepts. These can be used as assignments to test students' understanding of marketing research results and how results can be applied to decision-making. - End-of-chapter Your Research Project provides more challenging opportunities for students to apply chapter knowledge on an in-depth basis, and thus olearn by doing. |
| ama definition of marketing: Core Concepts of Marketing John J. Burnett, 2003-06-12 Core Concepts of Marketing is a brief, paperback introduction to marketing principles that leads students to the marketing strategies and tools that practitioners use to market their products. It emphasizes how the various marketing areas work together to create a cohesive strategy. |
| ama definition of marketing: SAGE Brief Guide to Marketing Ethics Sage Publications, 2012 With key terms and concepts related to marketing ethics presented in a short, easy-to-use format, this guide is an essential companion for marketing courses or as a reference for students and practitioners who would like to learn more about the basics of ethical marketing. The text is divided into four sections which contain important keywords that relate to those sections: Business Ethics, Ethics and the Marketing Mix, Ethics and the Promotional Mix, and Special Topics in Marketing Ethics. Each keyword entry is written by a scholar drawn from the fields of business and marketing ethics, and is a comprehensive essay on such crucial topics as ethical issues in pricing, green marketing, and deceptive advertising. Each essay includes a list of references and suggested readings for each article so that readers can find more information on those issues they are most interested in. |
| ama definition of marketing: Marketing Library and Information Services: International Perspectives Dinesh K. Gupta, Christie Koontz, Angels Massisimo, Réjean Savard, 2006-05-02 The marketing of library services is an essential agenda item for almost all kinds of libraries all over the world. In this volume 47 experts from 20 countries address the issue through 40 articles. The bundling of dozens of contributions from a truly international group of librarians, presented in this book, provides a broad spectrum on the topic. This book will thus prove immensely useful, helping both working librarians and future librarians to understand vital issues relating to the marketing of library and information services at the local, national and international level. The book is divided into the following six sections: Marketing concept: a changing perspective; Marketing in libraries around the world; Role of library associations; Education, training and research; Excellence in marketing; Databases and other marketing literature. |
| ama definition of marketing: Suggestions to Medical Authors and A.M.A. Style Book American Medical Association, 1919 |
| ama definition of marketing: What's Your Digital Business Model? Peter Weill, Stephanie Woerner, 2018-04-17 Digital transformation is not about technology--it's about change. In the rapidly changing digital economy, you can't succeed by merely tweaking management practices that led to past success. And yet, while many leaders and managers recognize the threat from digital--and the potential opportunity--they lack a common language and compelling framework to help them assess it and guide them in responding. They don't know how to think about their digital business model. In this concise, practical book, MIT digital research leaders Peter Weill and Stephanie Woerner provide a powerful yet straightforward framework that has been field-tested globally with dozens of senior management teams. Based on years of study at the MIT Center for Information Systems Research (CISR), the authors find that digitization is moving companies' business models on two dimensions: from value chains to digital ecosystems, and from a fuzzy understanding of the needs of end customers to a sharper one. Looking at these dimensions in combination results in four distinct business models, each with different capabilities. The book then sets out six driving questions, in separate chapters, that help managers and executives clarify where they are currently in an increasingly digital business landscape and highlight what's needed to move toward a higher-value digital business model. Filled with straightforward self-assessments, motivating examples, and sharp financial analyses of where profits are made, this smart book will help you tackle the threats, leverage the opportunities, and create winning digital strategies. |
| ama definition of marketing: Hacking Growth Sean Ellis, Morgan Brown, 2017-04-25 The definitive playbook by the pioneers of Growth Hacking, one of the hottest business methodologies in Silicon Valley and beyond. It seems hard to believe today, but there was a time when Airbnb was the best-kept secret of travel hackers and couch surfers, Pinterest was a niche web site frequented only by bakers and crafters, LinkedIn was an exclusive network for C-suite executives and top-level recruiters, Facebook was MySpace’s sorry step-brother, and Uber was a scrappy upstart that didn’t stand a chance against the Goliath that was New York City Yellow Cabs. So how did these companies grow from these humble beginnings into the powerhouses they are today? Contrary to popular belief, they didn’t explode to massive worldwide popularity simply by building a great product then crossing their fingers and hoping it would catch on. There was a studied, carefully implemented methodology behind these companies’ extraordinary rise. That methodology is called Growth Hacking, and it’s practitioners include not just today’s hottest start-ups, but also companies like IBM, Walmart, and Microsoft as well as the millions of entrepreneurs, marketers, managers and executives who make up the community of Growth Hackers. Think of the Growth Hacking methodology as doing for market-share growth what Lean Start-Up did for product development, and Scrum did for productivity. It involves cross-functional teams and rapid-tempo testing and iteration that focuses customers: attaining them, retaining them, engaging them, and motivating them to come back and buy more. An accessible and practical toolkit that teams and companies in all industries can use to increase their customer base and market share, this book walks readers through the process of creating and executing their own custom-made growth hacking strategy. It is a must read for any marketer, entrepreneur, innovator or manger looking to replace wasteful big bets and spaghetti-on-the-wall approaches with more consistent, replicable, cost-effective, and data-driven results. |
| ama definition of marketing: From Marketing Mix to Relationship Marketing Christian Grönroos, 1993 The author of this paper believes that a paradigm shift is under way in marketing theory. For the past 40 years, marketing thought, research and practice has been dominated by the marketing mix paradigm, based on the four Ps of product, price, place and promotion. Now, however, it is challenged by relationship marketing, defined as a process of establishing, maintaining and enhancing relationships with customers and other partners, at a profit, so that the objectives of the parties involved are met through a mutual exchange and fulfilment of promises, and of trust between seller and customer. The author examines the characteristics of such relationships and discusses how relationship marketing has evolved from other contemporary marketing theories. |
| ama definition of marketing: The History of Marketing Thought Robert Bartels, 1988 |
| ama definition of marketing: Entrepreneurial Marketing Robert D. Hisrich, Veland Ramadani, 2018 One key for success of an entrepreneur is to obtain sales (revenue) and profits as quickly as possible upon launching the venture. Entrepreneurial Marketing focuses on the essential elements of success in order to achieve these needed sales and revenues and to grow the company. The authors build a comprehensive, state-of-the-art picture of entrepreneurial marketing issues, providing major theoretical and empirical evidence that offers a clear, concise view of entrepreneurial marketing. Through an international approach that combines both theoretical and empirical knowledge of entrepreneurship and marketing, this book informs and enhances the entrepreneurs' creativity, their ability to bring innovations to the market, and their willingness to face risk that changes the world. Key components addressed include: identifying and selecting the market; determining the consumer needs cost-effectively; executing the basic elements of the marketing mix (product, price, distribution, and promotion); and competing successfully in the domestic and global markets through implementing a sound marketing plan. Numerous illustrative examples throughout the book bring the content to life. The mix of theoretical content, examples, empirical analyses, and case studies make this book an excellent resource for students, professors, researchers, practitioners, and policymakers all over the world. |
| ama definition of marketing: Kotler On Marketing Philip Kotler, 2012-12-11 Since 1969, Philip Kotler's marketing text books have been read as the marketing gospel, as he has provided incisive and valuable advice on how to create, win and dominate markets. In KOTLER ON MARKETING, he has combined the expertise of his bestselling textbooks and world renowned seminars into this practical all-in-one book, covering everything there is to know about marketing. In a clear, straightforward style, Kotler covers every area of marketing from assessing what customers want and need in order to build brand equity, to creating loyal long-term customers. For business executives everywhere, KOTLER ON MARKETING will become the outstanding work in the field. The secret of Kotler's success is in the readability, clarity, logic and precision of his prose, which derives from his vigorous scientific training in economics, mathematics and the behavioural sciences. Each point and chapter is plotted sequentially to build, block by block, on the strategic foundation and tactical superstructure of the book. |
| ama definition of marketing: According to Kotler Philip Kotler, 2005 According to Kotler distills the essence of marketing guru Philip Kotler's wisdom and years of experience into an immensely readable question and answer format. Based on the thousands of questions Kotler has been asked over the years, the book reveals the revolutionary theories of one of the profession's most revered experts. |
| ama definition of marketing: Some Problems in Market Distribution Arch Wilkinson Shaw, 1915 |
| ama definition of marketing: Relationship Marketing Steve Baron, Tony Conway, Gary Warnaby, 2010-04-20 The relationship between a market and a consumer is complex. Far from simply an exchange of services there is an often complex transaction of feeling, meaning and experience. How does the study of relationship marketing interpret this? In this exciting new book the authors explore the factors of relationship marketing in its contemporary context, with the consumer in mind. From the experience of a football club supporter to experiences of gap year travel, to text messaging behaviour, and to using the library, the focus of this text is on the consumer perspective. From this angle, issues of relationship marketing, and its management, take on a new and exciting bearing. Topics examined include: frameworks for analyzing the consumer experience; consumer communities; issues of customer loyalty; the impact of ICT on relationship marketing; and the creative consumer. Each chapter is supported by - or based on - an in-depth case study, many of which are drawn from the authors′ research. |
| ama definition of marketing: Designing Interactive Strategy Richard Normann, Rafael Ramirez (J.D.), 1998-11-09 Strategy is the art of creating value. It provides frameworks, conceptual models, and governing ideas that allow a company's managers to identify opportunities for bringing value to customers and for delivering that value at a profit. This book illustrates how new ways of creating value are being created by current global competition, changing markets, and new technologies. It shows how the focus of strategic analysis should not be the company or the industry, but the value-creating system itself, within which suppliers, business partners, allies, and customers work together to co-produce value. |
| ama definition of marketing: Marketing Is Everything Regis McKenna, 1991-01-01 |
| ama definition of marketing: Conceptual and Theoretical Developments in Marketing Stephen Walter Brown, Charles W. Lamb, 1979 |
| ama definition of marketing: Introducing Marketing John Burnett, 2018-07-11 Integrated Marketing boxes illustrate how companies apply principles. |
| ama definition of marketing: Spin Sucks Gini Dietrich, 2014 Go beyond PR spin! Master better ways to communicate honestly and regain the trust of your customers and stakeholders with this book. |
| ama definition of marketing: Nonprofit Marketing Walter Wymer, Patricia Knowles, Roger Gomes, 2006-03-06 This textbook presents marketing concepts which are then supported with real-world examples. Key features include: treatment of the most important marketing activities, marketing fundamentals, separate chapters on 'social marketing' and cause marketing, and numerous international examples. |
| ama definition of marketing: Customer Engagement Marketing Robert W. Palmatier, V. Kumar, Colleen M. Harmeling, 2017-08-29 This book provides a synthesis of research perspectives on customer engagement through a collection of chapters from thought leaders. It identifies cutting-edge metrics for capturing and measuring customer engagement and highlights best practices in implementing customer engagement marketing strategies. Responding to the rapidly changing business landscape where consumers are more connected, accessible, and informed than ever before, many firms are investing in customer engagement marketing. The book will appeal to academics, practitioners, consultants, and managers looking to improve customer engagement. |
| ama definition of marketing: How to Get a Meeting with Anyone Stu Heinecke, 2016-02-16 [The author] found that getting meetings with previously unreachable people was easier than ever. Now he shares his tactics and tips in this essential guide for anyone who needs to make contact. In [this book], Heinecke explains how you can use your own creative Contact Campaigns to get those critical conversations. He divulges methods he's developed after years of experience and from studying the secrets of others who've had similar breakthrough results-- results that other marketers considered impossible, with response rates as high as 100 percent. Through real-life success stories, Heinecke lays out 20 categories of Contact Campaigns that anyone can research and execute. Tactics range from running a contact letter as a full-page ad in The Wall Street Journal to unorthodox uses of the phone, social media, email, and snail mail to using personalized cartoons to make connections. He also packs in plenty of tips on how to determine your targets, develop pitches, and gain allies in your contact's circle of influence.--Amazon.com. |
| ama definition of marketing: Echopraxia Peter Watts, 2014-08-26 Prepare for a different kind of singularity in Peter Watts' Echopraxia, the follow-up to the Hugo-nominated novel Blindsight It's the eve of the twenty-second century: a world where the dearly departed send postcards back from Heaven and evangelicals make scientific breakthroughs by speaking in tongues; where genetically engineered vampires solve problems intractable to baseline humans and soldiers come with zombie switches that shut off self-awareness during combat. And it's all under surveillance by an alien presence that refuses to show itself. Daniel Bruks is a living fossil: a field biologist in a world where biology has turned computational, a cat's-paw used by terrorists to kill thousands. Taking refuge in the Oregon desert, he's turned his back on a humanity that shatters into strange new subspecies with every heartbeat. But he awakens one night to find himself at the center of a storm that will turn all of history inside-out. Now he's trapped on a ship bound for the center of the solar system. To his left is a grief-stricken soldier, obsessed by whispered messages from a dead son. To his right is a pilot who hasn't yet found the man she's sworn to kill on sight. A vampire and its entourage of zombie bodyguards lurk in the shadows behind. And dead ahead, a handful of rapture-stricken monks takes them all to a meeting with something they will only call The Angels of the Asteroids. Their pilgrimage brings Dan Bruks, the fossil man, face-to-face with the biggest evolutionary breakpoint since the origin of thought itself. At the Publisher's request, this title is being sold without Digital Rights Management Software (DRM) applied. |
| ama definition of marketing: Marketing Theory Michael J Baker, Michael Saren, 2010-03-18 Electronic Inspection Copy available for instructors here Building on the popularity of the first edition, published in 2000, the Second Edition brings together revised and new, original chapters from an outstanding team of contributors providing an authoritative overview of the theoretical foundations and current status of thinking on topics central to the discipline and practice of marketing. Summary of key features: - A marketing theory text written specifically for students - Provides an introduction and overview of the role of theory in marketing - Contributors are leading, well-established authorities in their fields - Explains key concepts for students in a clear, readable and concise manner. - Provides full, in-depth coverage of all topics, with recommended further readings |
| ama definition of marketing: Principles of Marketing John F. Tanner, Jr., Mary Anne Raymond, Camille Schuster, |
| ama definition of marketing: Political Marketing Robert P. Ormrod, Stephan C M Henneberg, Nicholas J. O'Shaughnessy, 2013-05-13 Electronic inspection copies are available for instructors Political Marketing: Theories and Concepts provides students with a valuable and critical understanding of how political parties use marketing to attain their aims. Unlike other textbooks, this text explicitly focuses on the theoretical underpinnings and cutting edge concepts used by political parties, allowing students to gain key insights into how they win elections and remain in power. With an engaging and thought provoking topic selection, these field-leading authors have ensured that this often complex and theoretically advanced topic is clearly accessible for a student audience and novice researchers. Key features of each chapter include: - Short chapter introduction and learning summaries - Discussion questions to share in the classroom - Annotated suggestions for further reading - Lists of key terms to consider This text is essential reading for advanced undergraduate and postgraduate students on political marketing courses. Dr Robert P. Ormrod, University of Aarhus, Denmark Dr Stephan C. Henneberg, University of Manchester Professor Nicholas J. O'Shaughnessy, Queen Mary, University of London |
| ama definition of marketing: Brand Activism Christian Sarkar, Philip Kotler, 2021-07-12 What happens when businesses and their customers don't share the same values? Or, for that matter, when employees of a company don't share the same values as their executives? Welcome to the world of Brand Activism. Companies no longer have a choice. Brand Activism consists of business efforts to promote, impede, or direct social, political, economic, and/or environmental reform or stasis with the desire to promote or impede improvements in society. It is driven by a fundamental concern for the biggest and most urgent problems facing society. Brand Activism: From Purpose to Action is about how progressive businesses are taking stands to create a better world. |
The American Marketing Association’s New Definition of …
1The AMA’s 1985 definition defined marketing as “the process of plan-ning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create …
American Marketing Association Releases New Definition for …
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.
Marketing Concept: Examining AMA Definitions, Evolution, …
Marketing Definition, AMA 1935:“Marketing is the performance of business activities that direct the flow of goods and services from producers to consumers”. This original definition stood for 50 …
The American Marketing Association Definition of - JSTOR
To understand better the evolution of the AMA definition of marketing, we consulted definitions created by textbook authors who characterize a particular school of marketing thought and/or …
American Marketing Association Definition Of Marketing
The AMA defines marketing as "the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, …
The 2004 AMA Definition of Marketing and Its Relationship to …
Schoolsofmarketingthought Theconceptofschoolsofmarketingthoughtwasintroduced byBartels(1962)andgreatlyclarifiedandenhancedbySheth andGardner(1982 ...
AMA Proposes New Definition of Marketing
“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 …
2 Marketing und Marketingwissenschaft – Kennzeichnung …
AMA-Definition von 1935, die folgendermaßen lautet: „Marketing ist die Durchführung von Unternehmensaktivitäten, die den Strom von Gütern und Dienstleistungen vom Hersteller zum …
Working Paper - Indian Institute of Management Kozhikode
Definition of marketing has evolved with the changing demands on marketing discipline by the firm, connected institutions and society at large over the years. The underlying reasons for the …
ON THE DEFINITION OF MARKETING - metamanagement.se
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.
The Marketing concept in the 21st century: A review of how …
Gronroos formulated his marketing definition in response to the AMA’s new definition (1985), which had received much criticism for its alleged lack of forward thinking and societal …
What Does the Definition of Marketing Tell Us About Ourselves?
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 …
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AMA definition of marketing. In particular, we recommend revisiting what it means to be market oriented in light of the 2004 definition of marketing adopted by the American Marketing...
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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 …
AN UPDATE ON THE DEFINITION OF MARKETING Ernest …
When the AMA (Marketing News, 1985) came out with a new definition, there was very specific comment concerning its use: "The AMA is alerting authors of textbooks on marketing …
Implications of the Revised Definition of Marketing: From
The distinctive difference between the 1985 and the 2004 American Marketing Association definitions of marketing is the lack of exchange. In the new definition, a focus on creating and …
The American Marketing Association's 2004 Definition of …
In 2004, the American Marketing Association announced a new definition of marketing. This special section examines the implications of this definition for (1) scholarship-in particular, …
Marketing hasta la última definición de la AMA (American …
El texto repasa desde una perspectiva histórica la evolución del concepto de marketing desde sus orígenes hasta la actualidad (última definición de la AMA en 2013).
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The American Marketing Association (AMA) organised the first workshop on "Ecological Marketing" in 1975. The proceedings of this ... (Social Marketing Definition). Third, Green …
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Chapter 1 Seeing What Marketing Research Can Do for …
The American Marketing Association (AMA) definition of marketing research Every few years (or so it seems) the American Marketing Association (AMA) revises the defi-nitions of key …
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A REAPPRAISAL OF MARKETING DEFINITION AND THEORY
Traditional Marketing vs. Social marketing The AMA definition says that marketing is “exchanging offerings that have value for customers, clients, partners, and society at large” (AMA, 2013). …
Political Marketing Conceptual framework
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REFERENCIAS BIBLIOGRÁFICAS
51 Luk S. & Yip L. (2008). The moderator effect of monetary sales promotion on the relationship between brand trust and purchase behavior. Journal of Brand Management,
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In 1985 the AMA (Marketing News, 1985) approved a new definition of marketing. Cooke, Abercrombie and Rayburn (1986) suggested that this definition created ... 1985 AMA definition …
The American Marketing Association’s 2004 Definition of …
AMA in 1948 and again in 1960, when the AMA revisited the definition and decided against changing it.2 This origi-nal definition stood for 50 years, until it was revised in 1985.3 In 2004, …
Stakeholder Marketing : Why “Stakeholder” Was Omitted …
Omitted from the American Marketing Association’s Official 2007 Definition of Marketing and Why the Future Is Bright for Stakeholder Marketing GregoryT.GundlachandWilliamL .Wilkie In 2004 …
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American Marketing Association (AMA) definition of mar-keting (AMA 2017), and an integrated analysis (MacInnis 2011) of the 13 most used theories and models. ... Third, the review …
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The 2004 AMA definition made specific reference to stakeholders, but was criticized for defining marketing from the perspective of marketing ... 1 The 2004 AMA definition stated that …
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American Marketing Association defines (1960) brand as “A name, term, design, symbol, or a combination ... researchers (e.g. Aaker, 1991; Kotler et al, 1996) strictly adhere to AMA’s old …
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