The War of Words over the Definition of Marketing in the 21st Century

The definition of marketing has been a strongly debated topic in the new Millenium. For more than 70 years the American Marketer Association’s (AMA) definition has been the guideline for academics and scholars alike. A number of academics have been unsatisfied with the AMA’s 2004 marketing definition , and it has stirred many debates (Grönroos, 2006, Dann 2008). Christian Grönroos in particular focuses on four elements of the AMA 2004 definition he does not approve of. Firstly on the creation of customer value, secondly on managing customer relationships, thirdly on marketing as an organizational function and finally on how marketing is done. The key focus of this paper is to to analyse the problems Grönroos encountered and show that his critique is mostly adequate.

Grönroos believes that ‘Customers should get value from the actions and activities of marketing’ (Grönroos 2006, p. 398). The AMA......

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Title: The War Of Words Over The Definition Of Marketing In The 21st Century
Approximate Word Count: 805
Approximate Pages: 4 (250 words per double-spaced page)

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