POSTING TYPE: Dialog

Posted by: Matt Weingarden

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Nearly a decade after the AMA last formally reviewed its definition of marketing in 2017 and almost 20 years after the current wording was adopted in 2007, the American Marketing Association has established a working group to consider whether and how to revise the definition.

This working group consists of:

• Lisa Gudding, Ipsos
• Michael Haenlein, ESCP Business School and University of Liverpool Management School (Chair of the Working Group)
• P. K. Kannan, University of Maryland
• Bill Pearce, University of California, Berkeley
• Matt Weingarden, American Marketing Association
• Karen Page Winterich, Penn State University

As a first step, we would like to give the broader marketing community an opportunity to contribute to this process. We have therefore created a brief survey that should take around 5 minutes to complete, asking for your views on what should be preserved in the current definition, what should change, what marketing should ultimately be accountable for, where the boundaries of marketing should lie, and how marketing should be defined today.

Participate here:

https://amamarketing.co1.qualtrics.com/jfe/form/SV_54tzAW9VZCH193w

The survey will remain open for roughly two weeks closing on September 14.

The responses will inform the working group’s discussions and the development of an initial revised definition. Please feel free to share the survey with colleagues who may also wish to contribute, or reach out to the chair of the working group, Michael Haenlein (haenlein@escp.eu), if you have questions.