The definition of marketing has evolved and changed throughout time and will continue to do so, as our environment changes and our knowledge improves. Kotler defines marketing as ‘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’ (Kotler, Adam, Denzie, Armstrong 2007 pg 7). This being the most current definition best reflects marketing in today’s environment. Through looking at the 1935 and 1985 AMA’s definitions plus the 2004 article definition it is clear that they are not suitable for today’s time.

The American Marketing Association (1935), first defined ‘marketing as the performance of business activities that direct the flow of goods and services from producers to consumers’ (Darroch, Miles, Jardine, Cooke 2004 pg. 31). This first official definition of marketing was seen to be restricted, concentrating on 3 main focal points; ‘the managerial function of coordinating demand and supply, production of goods and services and marketing as a business activity’ (AMA 2004 pg. 31). It had little reflection to either promotions or pricing( Dann 2008 pg. 226). For a Definition to be viable in today’s environment it must include promotions & pricing.

The AMA (1985), later modified their definition of marketing stating that it was ‘the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organisational objectives.’ (Wilkie, Moore 2007 pg. 269). This modified definition kept the same first focal point of the 1935 definition which is marketing as a managerial function but also incorporated pricing, promotions, distribution and product, along with the exchange theory being embedded into the definition to indicate ‘that marketing relied on the transference of value from consumer to organisation, and organisation to consumer’ (Dann, 2008, pg. 227). The shift between 1935 and 1985 definitions incorporated a greater understanding of marketing as a strategic and tactical process. Although the 1985 definition defined marketing better than 1935 as it unsuccessfully identified the structural processes of marketing making this definition unsuitable for today’s time.

In 2004 the definition of marketing was modified again ‘Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders’ (Dann, 2008. Pg. 225). It again kept the same first focal point of the earlier definitions but went on to delimit marketing with its singular focus point ‘on the individual organisation acting alone’ (Wilkie, Moore 2007, pg.269). This definition was adequate for the time but incomplete overall. The definition is not suitable for today’s times as it suggests that marketing thinkers are simply not interested about the impacts they have on the world but only concerned about their stakeholders. (Darroch, Miles, Jardine, Cooke, 2004).

Kotler’s 2007 definition best reflects the concept of marketing for today’s times; ‘an activity, a set of institutions and processes for creating, communicating, delivering and exchanging offerings that have value for customers, clients, partners and society at large’. (Kotler, Adam, Denize, Armstrong, 2007 pg. 7). This definition best reflects as it changes the focus of marketing as a whole and looks at the society giving reference to ‘customers, clients, partners and society at large’ (Kotler, Adam, Denize, Armstrong, 2007 pg. 7) unlike the 2004 definition where it’s only concerns were about their stakeholders, it did not look at the consumers wants, needs and demands.
The definition is most suitable for today’s times because it is more accurate as the definition came about from input of a web-based survey conducted by 2500 members from AMA.
I believe marketing should be seen as an art as it involves a marketer to have the ability to pull together and adjust their processes in order to adapt to changes in the environment and new advances, such as social networking and technological advances. By continually changing and keeping up to pace with today’s environment and technological advances the needs, wants and demands of your customers will be met. An example in my company is we are now looking to promote our monthly promotions digitally by having TV’s on top of Petrol Pumps to show what’s on promotion in store for that month. This is to keep up to pace with today’s technology of a fast moving and busy society; while customers are filling up the vehicles they can watch the news on half the screen and on the other half we have our promotions running. This is why Kotler’s definition is best for today’s times as it reflects today’s society as a whole and the importance of not only making direct profit but also meeting the consumer’s needs.

Marketing has been re-defined four times in its official history by the American Marketing Association(AMA). Evidently the definition has evolved over time as our environment changed and our knowledge improved. Through analysing the definitions from previous years it was clear that (Kotler, Adam, Denize, Armstrong, 2007) definition in the Principles of Marketing book is best suited to today’s time.