Rollins College Professor Publishes Book Featuring New Marketing Definition

Crummer Graduate School of Business Professor of Marketing Greg W. Marshall has co-authored Marketing: Real People, Real Choices (Prentice Hall). It is the first marketing book to feature the newly revised American Marketing Association (AMA) Official Definition of Marketing, which is: “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.” The new definition and the book reflect the shift in the focus of marketing over the past decade from primarily tactical level issues to a central strategic driver in successful organizations. Through the “real people, real choices” theme, the book explores marketing through the experiences of top marketing executives at a wide range of firms including NIKE, Monster.Com, Universal Theme Parks, IBM, Under Armour, and many other exemplary marketing organizations. Professor Marshall recently completed a term as President of the AMA Academic Division, which represents about 3,000 marketing professors worldwide.