The American Marketing Association (AMA) definition of marketing is comprehensive and accurately describes the scope of marketing. This definition includes all aspects of marketing, such as creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large. It also establishes the importance of customer goals in understanding what constitutes an offering. Furthermore, it acknowledges the role that culture plays in shaping consumer perceptions and behaviors by recognizing “society at large” as a party affected by marketing activities. Finally, this definition encompasses both traditional forms of promotion (e.g., advertising) as well as modern digital tactics (e.g., content marketing).