ama新时期的市场营销定义（Marketing definition of AMA in the new era）.docVIP

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ama新时期的市场营销定义（Marketing definition of AMA in the new era）.doc

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ama新时期的市场营销定义（Marketing definition of AMA in the new era）

ama新时期的市场营销定义（Marketing definition of AMA in the new era） AMA is a respected organization with 38000 members in its more than 60 year development. Many people in the marketing profession have witnessed the development of a range of standards for marketing practice and education. August 2004, Boston, USA. At the AMA (summer Marketing Association) summer marketing educators seminar, AMA unveiled the new definition of marketing to update the official definition of marketing for AMA in the last 20 years. Since then, the new definition of marketing has been widely discussed in the field of marketing theory and practice in the United states. The new definition of marketing is revised on the basis of integrating the contributions of many marketers from both the theoretical and practical world. New definition launch Guo Guoqing, a professor at the Business School of Renmin University of China, suggested that the new definition be expressed as: Marketing is not only an organizational function, but also a series of processes to create, spread, deliver customer value and manage customer relationships in order to organize the interests of the stakeholders themselves. One of the main forces driving the re examination and revision of AMAs official definition of marketing came from AMA CEO Dennis Duranp. The official definition of the first edition of marketing was adopted in 1935 by the marketing Teachers Association of America, the predecessor of AMA, which was formally adopted by AMA in 1948. In 1960, when AMA reviewed the first edition definition, he decided to remain the same without making any changes. Thus, the original definition of marketing had been in use for 50 years and was revised until 1985. The revised definition is the most common definition of marketing that we have seen today: Marketing is the process of planning and executing the ideas, pricing, promotion, and distribution of goods, services, and creativity to create an exchange that meets personal and organiza