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.
