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   What is Marketing? — The Definition of Marketing — AMA
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/* URGENT GJ 8/27/2019 */
li.swiper-slide:before {
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}

.wp-block-column figure {
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}

.wp-block-column h4 {
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}

.listings .elmar-listing-content h2 {
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.wp-block-button > .wp-block-button__link {
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.contentblock {
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.kill-bottom-margin {
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}

.kill-top-margin {
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}

.kill-top-padding {
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}

.kill-left-margin {
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}

.kill-right-margin {
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}

.kill-margin {
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}

.kill-padding {
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.add-thin-border {
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.add-left-border {
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}

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.nunito-font {
	font-family: Nunito,sans-serif;
}

.contentblock {
margin-top: 0 !important;
}	



/* URGENT GJ 07/06/2020 */
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		margin-top: 10px
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}

.button.button-blue-light.button-outline.button-load-more {
	color: #0071a5 !important;
}

.button.button-blue-light.button-outline.button-load-more:hover {
	color: #fff !important;
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We noticed that you are using Internet Explorer. Please consider using an alternative such as Microsoft Edge, Chrome, or Firefox. </strong></div><div class="page-header-notification header-toggle-panel"><div class=header-search><form action=https://www.ama.org/search/ itemprop=potentialAction itemscope itemtype=http://schema.org/SearchAction role=search><meta content=https://www.ama.org/?s={s} itemprop=target><label class=screen-reader-text for=q-sm>Search AMA</label><input placeholder="Search ama.org"id=q-sm itemprop=query-input name=s type=search><button aria-label="Submit Search"><svg aria-hidden=true class=icon-search><use xlink:href=#icon-search></use></svg></button></form></div><p><span class=notification-label> Upcoming Webinars: </span> Check out all of our free virtual learning opportunities <a href=https://www.ama.org/events/?event_year=0&event_month=0&event_type=webinar> here </a> !</div></header><div class=site-content id=site-content><div class=container><article class="post-10259 page type-page status-publish has-post-thumbnail hentry"id=page-10259 itemscope itemtype=https://schema.org/Article><div itemprop=mainEntityOfPage><header><div class=page-image-large itemprop=image itemscope itemtype=http://schema.org/ImageObject><img alt="Definitions of Marketing"class="attachment-hero size-hero wp-post-image"title="Definitions of Marketing"height=550 loading=lazy src=https://www.ama.org/wp-content/uploads/2019/04/Definition-of-Marketing.jpg?resize=1360%2C550 width=1360><meta content=https://www.ama.org/wp-content/uploads/2019/04/Definition-of-Marketing.jpg?fit=1024%2C683 itemprop=url><meta content=4608 itemprop=width><meta content=3072 itemprop=height></div><h1 itemprop=headline>Definitions of Marketing</h1><div class=page-image-small itemprop=image itemscope itemtype=http://schema.org/ImageObject><img alt="Definition of Marketing - What is Marketing"class="attachment-full-width-large size-full-width-large wp-post-image"height=550 loading=lazy src=https://www.ama.org/wp-content/uploads/2019/04/Definition-of-Marketing.jpg?resize=1170%2C550 width=1170><meta content=https://www.ama.org/wp-content/uploads/2019/04/Definition-of-Marketing.jpg?resize=1170%2C550 itemprop=url><meta content=4608 itemprop=width><meta content=3072 itemprop=height></div><div class=social-links><div class=sharethis-inline-share-buttons></div></div></header><div itemprop=publisher itemscope itemtype=https://schema.org/Organization><div itemprop=logo itemscope itemtype=https://schema.org/ImageObject><meta content=https://www.ama.org/wp-content/themes/ama/assets/images/logo.jpg itemprop=url><meta content=904 itemprop=width><meta content=136 itemprop=height></div><meta content=AMA itemprop=name></div><div class=post-body itemprop=articleBody><h2><strong> What Is Marketing? </strong></h2><p>The AMA’s definitions of marketing and <a href=https://journals.sagepub.com/doi/10.1177/002224299005400201> marketing research </a> are reviewed and reapproved/modified every three years by a panel of five scholars who are active researchers.<h2><strong> Definition of Marketing </strong></h2><p class=has-medium-font-size>Marketing is 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. (Approved 2017)<h2><strong> Definition of Marketing Research </strong></h2><p class=has-medium-font-size>Marketing research is the function that links the consumer, customer, and public to the marketer through information—information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. (Approved 2017)<h2><strong> Definition of Brand </strong></h2><p class=has-medium-font-size>A brand is a name, term, design, symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers.<p class=has-medium-font-size>ISO brand standards add that a brand “is an intangible asset” that is intended to create “distinctive images and associations in the minds of stakeholders, thereby generating economic benefit/values.”<div class="newsletter-signup layout-block"><h3>Sign up for the My AMA Daily newsletter</h3><p>Our brand-new daily email combines original thought leadership content from the AMA with the best resources and news from around the web.<form class=newsletter-form><input name=pardot_segment_id type=hidden value=19633><input placeholder="email address"name=email required><button class="button button-red newsletter-signup-button">Sign Up</button><div style="display: none"class=confirmation>Thank you for signing up!</div><div style="display: none"class=errors></div><div style="text-align: center;display: none"class=loading-indicator>Please wait …</div></form></div><h2><strong> <span style="text-decoration: underline"> Types of Marketing </span> </strong></h2><h4><strong> Influencer Marketing </strong></h4><p>According to the Association of National Advertisers (ANA), influencer marketing focuses on leveraging individuals who have influence over potential buyers and orienting marketing activities around these individuals to drive a brand message to the larger market.<p>In  <em> influencer marketing </em> , rather than marketing directly to a large group of consumers, a brand inspires or compensates  <a href=https://marketing-dictionary.org/b/buying-roles#influencer> influencers </a>  (which can include celebrities, content creators, customer advocates, and employees) to get the word out on their behalf.<h4><strong> Relationship Marketing </strong></h4><p>According to the Association of National Advertisers (ANA), relationship marketing refers to strategies and tactics for segmenting consumers to build loyalty.<p><em> Relationship marketing </em>  leverages  <a href=https://marketing-dictionary.org/d/database-marketing/> database marketing </a> ,  <a href=https://marketing-dictionary.org/b/behavioral-targeting/> behavioral advertising </a>  and  <a href=https://marketing-dictionary.org/m/marketing-analytics/> analytics </a>  to target consumers precisely and create loyalty programs. <h4><strong> Viral Marketing </strong></h4><p>Viral marketing is a  <a href=https://marketing-dictionary.org/marketing> marketing </a>  phenomenon that facilitates and encourages people to pass along a marketing message.<p>Nicknamed “viral” because the number of people exposed to a message mimics the process of passing a virus or disease from one person to another. <a href=https://marketing-dictionary.org/v/viral-marketing/#cite_note-1> [1] </a><h4><strong> Green Marketing </strong></h4><p>Green marketing refers to the development and  <a href=https://marketing-dictionary.org/marketing> marketing </a>  of  <a href=https://marketing-dictionary.org/product> products </a>  that are presumed to be environmentally safe (i.e., designed to minimize negative effects on the physical environment or to improve its quality).<p>This term may also be used to describe efforts to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns.<h4><strong> Keyword Marketing </strong></h4><p>Keyword marketing involves placing a  <a href=https://marketing-dictionary.org/marketing> marketing </a>  message in front of  <a href=https://marketing-dictionary.org/unique-visitor> users </a>  based on the specific  <a href=https://marketing-dictionary.org/keyword> keywords and phrases </a>  they are using to search. <a href=https://marketing-dictionary.org/k/keyword-marketing/#cite_note-1> [1] </a><p>A key advantage of this method is that it gives marketers the ability to reach the right people with the right message at the right time. For many marketers, keyword marketing results in the placement of an  <a href=https://marketing-dictionary.org/advertising> ad </a>  when certain keywords are entered.<p>Note that in  <a href=https://marketing-dictionary.org/search-engine-optimization> SEO </a> , this term refers to achieving top placement in the search results themselves.<h4><strong> Guerilla Marketing </strong></h4><p>Guerilla marketing describes an unconventional and creative  <a href=https://marketing-dictionary.org/marketing> marketing </a>  strategy intended to get maximum results from minimal resources.<h4><strong> Outbound Marketing </strong></h4><p>Outbound marketing <strong>   </strong> is a newer term for traditional marketing coined when the term  <a href=https://marketing-dictionary.org/i/inbound-marketing/> inbound marketing </a>  came into popular use. <p>In outbound marketing, the marketer initiates contact with the customer through methods such as TV, radio and digital display advertising. It is often used to influence consumer awareness and preference for a brand. <h4><strong> Inbound Marketing </strong></h4><p>Inbound marketing is marketing in which customers initiate contact with the marketer in response to various methods used to gain their attention. These methods include email marketing, event marketing, content marketing and web design.<p>One purpose of  <em> inbound marketing </em> , which includes  <a href=https://marketing-dictionary.org/c/content-marketing/> content marketing </a> , is to establish the business as a source for valuable information and solutions to problems, thereby fostering customer trust and loyalty.<h4><strong> Search Engine Optimization </strong></h4><p>Search engine optimization (SEO) is the process of developing a  <a href=https://marketing-dictionary.org/marketing> marketing </a> /technical plan to improve visibility within one or more  <a href=https://marketing-dictionary.org/search-engine> search engines </a> . Typically, this consists of two elements.<p>On a technical side, SEO refers to ensuring that a  <a href=https://marketing-dictionary.org/website> website </a>  can be indexed properly by the major search engines and includes the use of the proper keywords, content, code, and links.<p>On the marketing side, SEO refers to the process of targeting specific keywords where the site should “win” in searches. This can be done by modifying a website to score well in the algorithms search engines use to determine rank, or by purchasing placement with individual keywords. Often, SEO programs are a blend of several elements and strategies.  <a href=https://marketing-dictionary.org/s/search-engine-optimization/#cite_note-2> [2] </a><p><em> Note: When  <strong> SEO </strong>  is used to describe an individual, it stands for search engine optimizer. </em><h4><strong> Content Marketing </strong></h4><p>Content marketing is a technique of creating and distributing  <em> valuable </em> ,  <em> relevant </em>  and consistent content to attract and acquire a clearly defined  <a href=https://marketing-dictionary.org/audience> audience </a> —with the objective of driving profitable  <a href=https://marketing-dictionary.org/customer> customer </a>  action.<p>According to the Association of National Advertisers (ANA),  <em> content marketing </em>  involves various methods to tell the brand story. More and more marketers are evolving their advertising to content marketing/storytelling to create more stickiness and emotional bonding with the consumer. <h2><strong> <span style="text-decoration: underline"> 4 Ps of Marketing </span> </strong></h2><h4><strong> Product </strong></h4><p>A product is defined as a bundle of attributes (features, functions, benefits, and uses) capable of exchange or use, usually a mix of tangible and intangible forms.<p>Thus a product may be an idea, a physical entity (goods), or a  <a href=https://marketing-dictionary.org/services> service </a> , or any combination of the three. It exists for the purpose of exchange in the satisfaction of individual and organizational objectives.<p>While the term “products and services” is occasionally used, product is a term that encompasses both goods and services.<h4><strong> Price </strong></h4><p>Price is the formal ratio that indicates the quantity of money,  <a href=https://marketing-dictionary.org/goods> goods </a> , or  <a href=https://marketing-dictionary.org/services> services </a>  needed to acquire a given quantity of goods or services.<p>It is the amount a  <a href=https://marketing-dictionary.org/customer> customer </a>  must pay to acquire a  <a href=https://marketing-dictionary.org/product> product </a> . <h4><strong> Place (or Distribution) </strong></h4><p>Distribution refers to the act of <a href=https://marketing-dictionary.org/marketing> marketing </a> and carrying <a href=https://marketing-dictionary.org/product> products </a> to <a href=https://marketing-dictionary.org/consumer> consumers </a> . It is also used to describe the extent of market coverage for a given product.<p>In the  <a href=https://marketing-dictionary.org/marketing-mix> 4 Ps </a> , distribution is represented by place or placement.<h4><strong> Promotion </strong></h4><p>According to the Association of National Advertisers (ANA), promotion marketing includes tactics that encourage short-term purchase, influence trial and quantity of purchase, and are very measurable in volume, share and profit.<p>Examples include  <a href=https://marketing-dictionary.org/c/coupon> coupons </a> ,  <a href=https://marketing-dictionary.org/s/sweepstakes/> sweepstakes </a> , rebates,  <a href=https://marketing-dictionary.org/p/premium/> premiums </a> , special packaging, cause-related marketing and  <a href=https://marketing-dictionary.org/l/licensing/> licensing </a> .<div aria-hidden=true class=wp-block-spacer style=height:30px></div><hr class=wp-block-separator><h2 style="text-align:center;margin: 1em 0">Visit the <a href=https://marketing-dictionary.org/> Marketing Dictionary </a> for additional definitions.</h2><hr class=wp-block-separator><h3>2017 Panel</h3><ul><li><em> Bernard Jaworski, Peter F. Drucker Chair in Management and the Liberal Arts, Claremont Graduate University </em><li><em> Richard Lutz, J.C. Penney Professor of Marketing, University of Florida </em><li><em> Greg W. Marshall, Charles Harwood Professor of Marketing and Strategy, Rollins College </em><li><em> Linda Price, Philip H. Knight Chair and Professor of Marketing, University of Oregon </em><li><em> Rajan Varadarajan, University Distinguished Professor and Distinguished Professor of Marketing and Ford Chair in Marketing & E-Commerce, Texas A&M University </em></ul><div class="content-archive content-archive-popular"><header class=curated-label><span class=label> Keep Reading </span></header><div class="archive-content load-more-archive-content"><article class=content-card><div class=post-content><a class=content-card-url href=https://www.ama.org/2019/02/03/rethinking-marketing-markus-giesler/> <div class=content-card-image><img alt aria-hidden=true data-recalc-dims=1 height=365 loading=lazy src=https://www.ama.org/wp-content/themes/ama/assets/images/placeholder-image.png?resize=486%2C365 width=486></div>  <div class=content-card-meta><h2 class=card-title>Rethinking Marketing: Markus Giesler</h2></div> </a></div></article><article class=content-card><div class=post-content><a class=content-card-url 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