Marketing to the latest definition of the AMA (American Marketing Association)
DOI:
https://doi.org/10.24137/raeic.1.2.15Keywords:
marketing, AMA, evolution and periodsAbstract
The paper reviews from a historical perspective the evolution of the concept of marketing from its origins to nowadys (last definition by AMA in 2013). We review the literature that explains the emergence of the discipline and the outstanding periods according its development and implementation to become what it represents today, with special mention of overcoming the purely economic sphereas in favor of another kings of products or ideas. The conclusions point to uniform criteria for the application of marketing in the international context regardless of the type of product to which it applies.
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