What Is Marketing?
The AMA’s definitions of marketing and marketing research are reviewed and reapproved/modified regularly by a panel of five scholars who are active researchers.
Definition of Marketing
Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. (Approved 2017)
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An Overview of Marketing
This course introduces marketing, the marketing mix (the Four Ps), the strategic importance of marketing, and customer values and satisfaction.
Brand Strategy 101
With practice and a dash of curiosity, this course will reveal what’s needed to bring a brand to life using this formula: Brand Commitment + Brand Voice + Design + Implementation = Brand Strategy.
Modern Marketing: Strategy and Execution
The course focuses on providing practical, hands-on advice to entrepreneurs and small-business people, including video segments with analysis and commentary from industry-leading practitioners and subject matter experts.
Definition of Marketing Research
Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define opportunities and problems; generate, refine, and evaluate actions; monitor performance; and improve understanding of it as a process. It specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. (Approved 2017)
Definition of Brand
A brand is a name, term, design, symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers.
ISO brand standards add that a brand “is an intangible asset” that is intended to create “distinctive images and associations in the minds of stakeholders, thereby generating economic benefit/values.”
Read More About Brands
What’s in a Brand Name?
An analysis of what makes some brand names more effective than others.
Does the World Really Need More Brands?
Confronting capitalism and brand purpose in the age of anxiety.
The Mythology of Totemic Brands
Radical new principles of engagement to help you see your brand more clearly.
Inbound vs Outbound Marketing
Inbound is when customers initiate contact with the marketer in response to various methods used to gain their attention. These methods include email, events, content and web design.
In this, the marketer initiates contact with the customer through methods such as TV, radio and digital display advertising. It is often used to influence consumer awareness and preference for a brand.
Search and Content
Search Engine Optimization
Search engine optimization (SEO) is the process of developing a marketing/technical plan to improve visibility within one or more search engines. Typically, this consists of two elements.
On a technical side, SEO refers to ensuring that a website can be indexed properly by the major search engines and includes the use of the proper keywords, content, code, and links.
On the marketing side, SEO refers to the process of targeting specific keywords where the site should “win” in searches. This can be done by modifying a website to score well in the algorithms search engines use to determine rank, or by purchasing placement with individual keywords. Often, SEO programs are a blend of several elements and strategies. 
Involves placing a message in front of users based on the specific keywords and phrases they are using to search.
A key advantage of this method is that it gives marketers the ability to reach the right people with the right message at the right time. For many marketers, this method results in the placement of an ad when certain keywords are entered.
Note that in SEO, this term refers to achieving top placement in the search results themselves.
A technique of creating and distributing valuable, relevant and consistent content to attract and acquire a clearly defined audience—with the objective of driving profitable customer action.
According to the Association of National Advertisers (ANA), it involves various methods to tell the brand story. More and more marketers are evolving their advertising to content marketing/storytelling to create more stickiness and emotional bonding with the consumer.
Areas of Marketing
According to the Association of National Advertisers (ANA), relationship marketing refers to strategies and tactics for segmenting consumers to build loyalty.
Relationship marketing leverages database marketing, behavioral advertising and analytics to target consumers precisely and create loyalty programs.
This focuses on leveraging individuals who have influence over potential buyers and orienting activities around these individuals to drive a brand message to the larger market.
With this, a brand inspires or compensates influencers (which can include celebrities, content creators, customer advocates, and employees) to get the word out on their behalf.
A phenomenon that facilitates and encourages people to pass along an advertising message.
Nicknamed “viral” because the number of people exposed to a message mimics the process of passing a virus or disease from one person to another.
Describes an unconventional and creative strategy intended to get maximum results from minimal resources.
Refers to the development and promotion of products that are presumed to be environmentally safe (i.e., designed to minimize negative effects on the physical environment or to improve its quality).
This term may also be used to describe efforts to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns.
A common and powerful tool for marketers at all levels. Email marketing has a role in direct, digital, inbound and outbound marketing efforts. It helps marketers with lead generation, brand awareness, relationship building and more.
The 4 Ps of Marketing
A product is defined as a bundle of attributes (features, functions, benefits, and uses) capable of exchange or use, usually a mix of tangible and intangible forms.
A product may be an idea, a physical entity (goods), or a service, or any combination of the three. It exists for the purpose of exchange in the satisfaction of individual and organizational objectives.
Promotion includes tactics that encourage short-term purchase, influence trial and quantity of purchase, and are very measurable in volume, share and profit.
Examples include coupons, sweepstakes, rebates, premiums, special packaging, cause-related marketing and licensing.
About Our Definitions
- Bernard Jaworski, Peter F. Drucker Chair in Management and the Liberal Arts, Claremont Graduate University
- Richard Lutz, J.C. Penney Professor of Marketing, University of Florida
- Greg W. Marshall, Charles Harwood Professor of Marketing and Strategy, Rollins College
- Linda Price, Philip H. Knight Chair and Professor of Marketing, University of Oregon
- Rajan Varadarajan, University Distinguished Professor and Distinguished Professor of Marketing and Ford Chair in Marketing & E-Commerce, Texas A&M University
The AMA helps support the Marketing Dictionary. Head there if you are looking for more definitions of marketing terms.
What Is SEO Marketing?
SEO marketing is a subset of digital marketing that involves the optimization of websites and web pages for major search engines like Google. As these search engines became a predominant way of finding just about anything, various practices have emerged to help organizations improve the visibility of their digital assets. The term “search engine optimization […]
Data and Analytics for Marketers
While being a marketer is often considered a creative field, there is magic in the mashup of data and creativity. Data and analytics take the guesswork out of marketing and allow you to focus on what matters – the success of your marketing campaigns. Plus, they help you get more value from your marketing budget, improve customer efficiency, and understand what is working best in your marketing strategy.
Even if you don’t consider yourself a data and analytics expert, it is important to have some knowledge in these areas as a marketer in 2022 and beyond. Additionally, as a marketer, it is important to know how to use data and analytics tools to your advantage to demonstrate your success to your clients or to superiors within your company.
How to Create a Digital Marketing Strategy
Most of our consumption of content today exists online. Because of this, companies have had to shift to digital marketing in order to get the word out about their products and services. However, you cannot simply make content for online platforms and hope for the best. You need to build a digital marketing strategy to […]