Marketing's evolving identity: Defining our future

Robert F. Lusch

Research output: Contribution to journalReview articlepeer-review

92 Scopus citations


Marketing thought and practice has evolved over the past 100 years from a philosophy of taking things to market to a philosophy of market(ing) to customers and, increasingly today, to a philosophy of market(ing) with customers. The author discusses the evolution of these philosophies and their influence on how the American Marketing Association has defined marketing.

Original languageEnglish (US)
Pages (from-to)261-268
Number of pages8
JournalJournal of Public Policy and Marketing
Issue number2
StatePublished - 2007

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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