Restricted accessResearch articleFirst published online 2007-9
The American Marketing Association's 2004 Definition of Marketing: Perspectives on Its Implications for Scholarship and the Role and Responsibility of Marketing in Society
In 2004, the American Marketing Association announced a new definition of marketing. This special section examines the implications of this definition for (1) scholarship—in particular, scholarship that addresses “marketing and society”—and (2) the role and responsibility of marketing in society.
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