according to the ama definition of marketing, who benefits from marketing activities?

1 month ago 23
Nature

According to the American Marketing Association (AMA) definition of marketing, multiple groups benefit from marketing activities. Specifically, marketing creates, communicates, delivers, and exchanges offerings that have value for:

  • Customers
  • Clients
  • Partners
  • Society at large

This broad view reflects that marketing is not only about serving customers but also about delivering value to business partners and contributing positively to society as a whole. The inclusion of "society at large" highlights a shift toward the societal marketing concept, emphasizing corporate social responsibility and the broader community benefit beyond just organizational profit

. In summary, marketing activities benefit customers, clients, partners, and society at large according to the AMA's definition.