Evolutionary Analysis Of Formal Definitions Of Marketing

Dancho Danchev ()
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Dancho Danchev: University of Economics - Varna

An Annual Book of University of Economics - Varna, 2022, vol. 92, issue 1, 5-72

Abstract: The subject is the o cial marketing de nitions of the American Marketing Association (AMA) in the light of the development of marketing theory and practice. An overview of schools of thought in marketing as the foundation of o cial de nitions has been made. An evolutionary analysis of the AMA‘s marketing de nitions from 1935, 1985, 2004 and 2007 was performed, as clarifying the prerequisites for their formulation, the positive elements and de citsof the particular de nitions, as wellas someguidelinesfor improvement in contemporary conditions. The aim is to better understand the nature, content and scope of marketing, as well as the importance of its adequate formulation for academic researchers, professional marketers, teachers and students.

Keywords: marketing; de nition; AMA (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2022
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