The American Marketing Association's 2004 Definition of Marketing: Perspectives on Its Implications for Scholarship and the Role and Responsibility of Marketing in Society-Reference-Cited by-同舟云学术

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

Published:2007-09 Issue:2 Volume:26 Page:243-250
ISSN:0743-9156
Container-title:Journal of Public Policy & Marketing
language:en
Short-container-title:Journal of Public Policy & Marketing

Author:

Gundlach Gregory T.¹

Affiliation:

1. Coggin College of Business, University of North Florida, and Senior Research Fellow, American Antitrust Institute

Abstract

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.

Publisher

SAGE Publications

Subject

Marketing,Economics and Econometrics,Business and International Management

Link

http://journals.sagepub.com/doi/pdf/10.1509/jppm.26.2.243

Reference33 articles.

1. Marketing, Scientific Progress, and Scientific Method

2. Is Marketing Defaulting Its Responsibilities?

3. Consumer Research for Consumers

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