This study evaluates progress in developing a definition
of marketing. A survey of marketing educators, managers,
scholar-experts and students was conducted to determine
elements important in a definition of marketing, a ranking
of popular definitions of marketing and an evaluation of
the definitions based on relevant criteria. All categories of
respondents ranked the 1985 AMA definition of marketing
as the definition that best represents the discipline of
marketing.
Get full access to this article
View all access options for this article.
References
1.
Alderson, Wroe1957. Marketing Behavior and Executive Action. Homewood, Ill: Richard D. Irwin.
2.
_____ 1965. Dynamic Marketing Behavior. Homewood, Ill. Richard D. Irwin.
3.
______, and Miles W Martin. 1965. "Toward a Formal Theory of Transactions and Trasvections." Journal of Marketing Research2 (May). 117-27.
4.
" AMA Board Approves New Marketing Definition." 1985. Marketing News. March 1: 1.
5.
Bartels, Robert1974. "The Identity Crisis in Marketing." Journal of Marketing38 (October): 73-76.
6.
Bagozzi, Richard P.1974a. "Marketing as an Organized Behavioral System of Exchange ." Journal of Marketing38 (October): 77-81.
7.
______ 1974b. "What Is a Marketing Relationship?" Der Market51: 64-69.
8.
______ 1975a. "Marketing as Exchange."Journal of Marketing39 (October): 32-39.
9.
______ 1975b. "Social Exchange in Marketing." Journal of the Academy of Marketing Science3 (Fall). 314-27.
10.
______ 1976. "Science, Politics, and the Social Construction of Marketing ." In Marketing: 1776-1976 and Beyond. Ed. K.L. Bernhardt.Chicago: American Marketing Association:586-92.
11.
______ 1977. "Is All Social Exchange Marketing? A Reply." Journal of the Academy of Marketing Science 5 (Fall). 315-25.
12.
______ 1978. "Marketing as Exchange." American Behavioral Scientist21 (March-April): 535-56.
13.
______ 1979. "Toward a Formal Theory of Marketing Exchanges." In Conceptual and Theoretical Developments in Marketing. Eds. O.C. Ferrell, Stephen W Brown and Charles W Lamb, Jr., Chicago . American Marketing Association, 431-47.
14.
______ 1986. Principles of Marketing Management. Chicago, IL: Science Research Associates Inc.
15.
Berkowitz, Eric, Roger Kerin, and William Rudelius .1986. MarketingSt. Louis: Times Mirror/ Mosby College Publishing .
16.
Boone, Louis E., and David L. Kurtz.1986. Contemporary Marketing. Hinsdale, IL. Dryden Press.
17.
Carman, James W1973. "On the Universality of Marketing." Journal of Contemporary Business2 (Autumn): 1-16.
18.
Committee on Definitions1960. " Marketing Definitions: A Glossary of Marketing Terms."Chicago: American Marketing Association. 15.
19.
Cooke, Ernest F, C.L., Abercrombie, and J. Michael Rayburn .1986. "Problems with the AMA's New Definition of Marketing Offer Opportunity to Develop an Even Better Definition ." Marketing Educator5 (Spring). 1 and 25.
20.
Eggert, Robert J.1974. "Eggert Discusses Additional Goals for This Administration, Seeks Help in Defining Marketing." Marketing News September 15: 1.
21.
Ekeh, Peter P.1974. Social Exchange Theory: The Two Traditions. Cambridge, Mass: Harvard University Press : Chap. 3.
22.
Ferrell, O.C., and J.R. Perrachione .1980. "An Inquiry Into Bagozzi's Formal Theory of Marketing Exchange." Theoretical Developments in Marketing , Eds. Charles W Lamb and Patrick M. Dunne.Chicago: American Marketing Association. 158-161.
23.
Homans, George C.1974. Social Behavior: Its Elementary Forms Rev. Ed. New York. Harcourt Brace Jovanovich .
24.
Hunt, Shelby D.1983. Marketing Theory. Homewood, Ill: Richard D. Irwin, Inc.
25.
______, and Larry Chonko. 1984. "Marketing and Machiavellanism ." Journal of Marketing48 (Summer): 30-42.
26.
______ 1976. Marketing TheoryColumbus, Ohio: Grid Publishing, Inc.
27.
Kotler, Philip and Sidney J. Levy.1969. "Broadening the Concept of Marketing ." Journal of Marketing33 (January): 10-15.
28.
______ "A New Form of Marketing Myopia: Rejoinder to Professor Luck." Journal of Marketing33 (July).
29.
______ and Gerald Zaltman. 1971. "Social Marketing: An Approach to Planned Social Change." Journal of Marketing35 (July): 3-12.
30.
______ 1972. "A Generic Concept of Marketing." Journal of Marketing36 (April): 46-54.
31.
______ 1984. Marketing Management, Analysis, Planning and Content. Englewood Cliffs, N.J.: Prentice-Hall, Inc.
32.
Kuhn, Thomas S.1970. The Structure of Scientific Revolutions. 2nd Ed. Chicago. The University of Chicago Press.
33.
Lazer, William1985. Personal Correspondence in Reply to the Expert Survey .
