Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


American Marketing Association releases new definition of marketing

Published on .

Chicago—The American Marketing Association has unveiled a new definition of marketing to reflect the discipline’s broader role in society.

The new definition reads, “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.”

It will be used as the official definition of marketing in books and taught in university lecture halls nationwide, according to the AMA.

“One of the most important changes to American Marketing Association’s new definition for marketing is that marketing is presented as a broader activity,” said Nancy Costopulos, CMO of the American Marketing Association. “Marketing is no longer a function—it is an educational process.”

The previous definition read, “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.”

—Kate Maddox

Most Popular
In this article: