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The American Marketing Association’s New Definition of ...
Journal of Public Policy & MarketingVol. 28 (2) Fall 2009, 259 264 2009, American Marketing AssociationISSN: 0743-9156 (print), 1547-7207 (electronic)259 The American Marketing Association s NewDefinition of Marketing : Perspective andCommentary on the 2007 RevisionGregory T. Gundlach and William L. WilkieIn a follow-up to the fall 2007 special section of Journal of Public Policy & Marketingthat examinedimplications of the American Marketing Association s (AMA s) 2004 Definition of Marketing , theauthors examine the AMA s revision of its Definition the new 2007 Definition of Marketing .
Wilkie 2006). In addition, commentary can be found in Lusch and Vargo (2006) (e.g., essays by Laczniak 2006; Lehmann 2006; Levy 2006; Wilkie and Moore 2006). 4Three of these people—Shelby D. Hunt, William L. Wilkie, and Debra J. Ringold (as AMA chairperson)—were especially involved in the facili-tation of this process.
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