Rewriting the Definition of Marketing

Definitions, Discussion Exercises, Introductory Concepts, Marketing Mix, Member Activities

Is it time for a new definition of marketing? In this activity, students review and assess the American Marketing Association’s official definition of marketing. They will consider what this definition does well and where it could improve, and then propose a revised definition of marketing. A great exercise for clarifying what marketing is and does.

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About The Author

Geoff Fripp

Geoff Fripp is an experienced marketing educator and practitioner with many years of expertise in teaching and industry roles. As the founder of Great Ideas for Teaching Marketing, Geoff has created over 500 activities and tools to help educators deliver engaging and practical lessons across diverse learning styles and student levels. With nearly 2,000 lectures across ten universities, including 19 years at the University of Sydney, Geoff is recognized for his practical approach to marketing education. Geoff’s industry background includes senior marketing roles at medium and large firms, as well as entrepreneurial ventures. He has authored and co-authored textbooks with Pearson Education, as well as developing more than a dozen case studies for their marketing textbooks.