The two most recent definitions of marketing, as posited by thoughtful members of the AMA in 2004 and 2007, have generated considerable discussion about the nature, scope and foci of marketing. The 2004 definition was not fully embraced by the AMA membership, nor has it been uniformly adopted by other marketing organizations and associa. tions around the world, where some of the most compelling marketing activity now unfolds; hence the 2007 revised definition.