What Is the American Market Association’s Definition of Marketing?

The American Marketing Association (AMA) defines marketing as 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.
Supporting Facts:

1. The AMA is a professional association for individuals and organizations involved in the practice, teaching, and study of marketing worldwide.
2. The AMA has been serving marketing professionals for over 80 years.
3. The AMA develops and promotes the industry’s best practices, guidelines, and ethical standards.
4. The AMA publishes journals, articles, and books to advance the field of marketing.
5. The AMA organizes conferences, seminars, and workshops to provide networking and educational opportunities for marketers.


1. What do the terms “creating” and “delivering” in the definition of marketing mean?
– Creating refers to the development of products, services, and experiences that meet the needs and wants of target customers.
– Delivering refers to making products or services available to the target market through distribution, pricing, and promotion strategies.

2. Who does marketing benefit according to the AMA?
– Marketing benefits customers, clients, partners, and society at large by providing value through products, services, and exchanges that fulfill their needs and desires.

3. How does marketing communicate offerings?
– Marketing communicates offerings through various promotional activities such as advertising, public relations, sales promotions, and direct marketing.

4. What are some examples of institutions involved in marketing?
– Examples of institutions involved in marketing include businesses, non-profit organizations, government agencies, educational institutions, and marketing research agencies.

5. What does the term “value” refer to in marketing?
– Value in marketing refers to the perceived benefits or worth that customers receive from a product or service compared to the cost or effort required to obtain it.

6. Does the AMA only serve marketing professionals in the United States?
– No, the AMA is a global organization that serves marketing professionals and organizations from all around the world.

7. How does the AMA ensure ethical standards in marketing?
– The AMA has a code of ethics that outlines principles for fair and responsible marketing practices. They also enforce ethical guidelines and provide resources for marketers to make ethical decisions.

The American Marketing Association defines marketing as the creation, communication, delivery, and exchange of offerings that provide value to customers, clients, partners, and society. It is a professional association that has been serving marketing professionals for decades and promotes best practices and ethical standards in the field of marketing. Through various activities and resources, the AMA supports the development and advancement of the marketing industry.