Business Questions and Answers

Start Your Free Trial

How does the American Marketing Association define marketing?  How can marketers deliver value to their customers over the long term?

Expert Answers info

Ian Chege eNotes educator | Certified Educator

calendarEducator since 2018

write287 answers

starTop subjects are Literature, History, and Business

The American Marketing Association (AMA) defines marketing as:

The activity, conducted by organizations and individuals, that operates through a set of institutions and processes for creating, communicating, delivering, and exchanging market offerings that have value for customers clients, marketers, and the society at large.

The definition acknowledges that marketing is an action that is performed by both individuals and organizations. Furthermore, it recognizes that institutions such as the AMA play a crucial role in marketing. Moreover, the definition takes into account the processes involved in marketing. Examples of these processes include regulations and policies.

Furthermore, AMA’s definition makes it clear that one of the central roles of marketing is to facilitate and deliver market offerings. Products and services provided to potential consumers by business entities are considered market offerings. It is noteworthy that various stakeholders benefit from the provision of these...

(The entire section contains 3 answers and 525 words.)

Unlock This Answer Now


check Approved by eNotes Editorial

Steph Müller eNotes educator | Certified Educator

calendarEducator since 2018

write863 answers

starTop subjects are Literature, Business, and Social Sciences

check Approved by eNotes Editorial

Inuk Lee eNotes educator | Certified Educator

calendarEducator since 2009

write4,794 answers

starTop subjects are Literature, History, and Social Sciences

check Approved by eNotes Editorial