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Executive Summary
In a follow-up to the fall 2007 special section of Journal of Public Policy & Marketing that examined implications of the American Marketing Association’s (AMA) 2004 definition of marketing, the authors examine the AMA’s revision of its definition—the new 2007 definition of marketing. The article first describes the concerns about the 2004 offering and then traces the process taken by the AMA to consider these issues and revise the definition. The authors conclude that the new definition addresses many of the major issues with the 2004 definition that had been identified by scholars contributing to the special section. They highlight several positive qualities in the new definition and describe how these attributes have the capacity to enhance marketing scholarship and practice into the future.

Biography
Gregory T. Gundlach is Coggin Distinguished Professor of Marketing in the Department of Marketing & Logistic at the University of North Florida and Senior Research Fellow at the American Antitrust Institute in Washington, D.C. Before coming to the University of North Florida, Professor Gundlach was John Berry, Sr. Professor of Business at the University of Notre Dame, where he was a faculty member since 1987. Professor Gundlach’s research interests focus on marketing and business relationships and practices, with particular emphasis on how such associations are managed, their performance, and the nature of business and public policy implications that may result. He has coauthored two books on marketing’s interplay with society, and his research has appeared in numerous academic publications in marketing and related fields of public policy.

William L. Wilkie is Nathe Professor of Marketing at the University of Notre Dame. His research centers on marketing in society and consumer behavior. Professor Wilkie has received the American Marketing Association’s highest recognition, the Distinguished Marketing Educator Award. At Notre Dame, he has received a special President’s Award and the BP/Amoco Outstanding Professor Award, voted by the graduating seniors. He has served as president of the Association for Consumer Research and is on the editorial boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Public Policy & Marketing. One of his articles has been named a “Citation Classic in the Social Sciences” by the Institute for Scientific Information. He has also served on the faculties at Purdue, Harvard, and Florida; as an in-house consultant at the Federal Trade Commission; and as research professor at the Marketing Science Institute. His undergraduate degree is from Notre Dame, and his graduate degrees are from Stanford University.

Journal of Public Policy & Marketing, Volume 28, Number 2, Fall 2009
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