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Evolutionary Analysis Of Formal Definitions Of Marketing

Author

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  • Dancho Danchev

    (University of Economics - Varna)

Abstract

The subject is the o cial marketing de nitions of the American Marketing Association (AMA) in the light of the development of marketing theory and practice. An overview of schools of thought in marketing as the foundation of o cial de nitions has been made. An evolutionary analysis of the AMA‘s marketing de nitions from 1935, 1985, 2004 and 2007 was performed, as clarifying the prerequisites for their formulation, the positive elements and de citsof the particular de nitions, as wellas someguidelinesfor improvement in contemporary conditions. The aim is to better understand the nature, content and scope of marketing, as well as the importance of its adequate formulation for academic researchers, professional marketers, teachers and students.

Suggested Citation

  • Dancho Danchev, 2022. "Evolutionary Analysis Of Formal Definitions Of Marketing," An Annual Book of University of Economics - Varna, University of Economics - Varna, vol. 92(1), pages 5-72, January.
    • Handle: RePEc:vrn:yrbook:y:2022:i:1:p:5-72
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    More about this item

    Keywords

    marketing; de nition; AMA;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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