Journal of the Academy of Marketing Science

, Volume 15, Issue 3, pp 12–23 | Cite as

An evaluation of progress in the development of a definition of marketing

  • O. C. Ferrell
  • George H. Lucas


This study evaluates progress in developing a definition of marketing. A survey of marketing educators, managers, scholar-experts and students was conducted to determine elements important in a definition of marketing, a ranking of popular definitions of marketing and an evaluation of the definitions based on relevant criteria. All categories of respondents ranked the 1985 AMA definition of marketing as the definition that best represents the discipline of marketing.


Marketing Exchange Relationship Market News American Market Association Market Definition 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Academy of Marketing Science 1987

Authors and Affiliations

  • O. C. Ferrell
    • 1
  • George H. Lucas
    • 2
  1. 1.Texas A&M UniversityWingsvilleUSA
  2. 2.Memphis State UniversityMemphisUSA

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