The American Marketing Association's 2004 Definition of Marketing: Perspectives on Its Implications for Scholarship and the Role and Responsibility of Marketing in Society | Zendy

Gregory T. Gundlach | Zendy

Open Access

The American Marketing Association's 2004 Definition of Marketing: Perspectives on Its Implications for Scholarship and the Role and Responsibility of Marketing in Society

Author(s) -

Gregory T. Gundlach

Publication year - 2007

Publication title -

journal of public policy and marketing

Language(s) - English

Resource type - Journals

SCImago Journal Rank - 1.162

H-Index - 74

eISSN - 1547-7207

pISSN - 0743-9156

DOI - 10.1509/jppm.26.2.243

Subject(s) - scholarship , public sector marketing , marketing , marketing science , public relations , relationship marketing , association (psychology) , influencer marketing , marketing mix , marketing management , sociology , political science , business , psychology , law , psychotherapist

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, scholarship that addresses “marketing and society”—and (2) the role and responsibility of marketing in society.

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