Marketing's Evolving Identity: Defining Our Future
- 1 September 2007
- journal article
- Published by SAGE Publications in Journal of Marketing & Public Policy
- Vol. 26 (2), 261-268
- https://doi.org/10.1509/jppm.26.2.261
Abstract
Marketing thought and practice has evolved over the past 100 years from a philosophy of taking things to market to a philosophy of market(ing) to customers and, increasingly today, to a philosophy of market(ing) with customers. The author discusses the evolution of these philosophies and their influence on how the American Marketing Association has defined marketing.Keywords
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