Controversy Over The Definition Of Marketing In The 21St Century


...Start of the Controversy Over The Definition Of Marketing In The 21St Century...

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.


...Middle of the Controversy Over The Definition Of Marketing In The 21St Century...

Another idea that should not be implemented in a marketing definition as done by the AMA (2004) is marketing being one organizational function (Grönroos, 2006, p. . Furthermore, Grönroos believes that the AMA 2004 definition lacks an explanation of how marketing is actually done in an organization. Whether or not a definition needs to elaborate on how something is done is a highly philosophical question as it depends greatly on how one defines the terminology of the word “definition” itself. In general a definition is a delimitation that indicates the ends and limits of any object with respect to all others (Pozzi 2001, cited in Mayer 2001, p. 272). Finding out how a task is exactly performed would be the endeavour of greater research and does not need to be elaborated on in a definition.


...End of the Controversy Over The Definition Of Marketing In The 21St Century...

Vandermerwe, S 1996, Becoming a Customer “Owning” Company, cited in Grönroos, C 2006 ‘On defining marketing: finding a new roadmap for marketing’, Marketing theory, vol. Vargo, S & Lusch, R 2004, ‘Evolving to a New Dominant Logic for Marketing’, Journal of Marketing, vol. 1-17, viewed 3 August 2008, Proquest database . Webster, F 2005, ‘A Perspective on the Evolution of Marketing Management’, Journal of Public Policy & Marketing, vol. 121-126, viewed 17 August 2008


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