Driving excellence in marketing education, research, and practice.
AEMARK is an organization dedicated to supporting professionals in the field of marketing,including professors, researchers, executives, and consultants
Enhancing Marketing Education and Practice
What is Marketing?
Marketing as a science: A science that studies behaviors and the processes ofcreating and developing relationships derived from theexchange of value offers among people, organizations,and society in general.
Marketing as an activity: A set of processes that include (i) identifying the needsof the target audiences of a for-profit or non-profitorganization; (ii) creating, communicating, distributing,and exchanging offers that provide value to current andpotential customers, partners, and society in general.
These definitions are the result of a participatoryprocess among AEMARK members. A committeeof experts evaluated the 22 proposals receivedand reached a consensus definition, which wassubmitted to the Royal Spanish Academy (RAE) in2018. This request is currently under review andhas not yet received confirmation from the RAE.The committee was composed of MiguelSantesmases Mestre (Chair), Enrique BignéAlcañiz, Carlos Flavián Blanco, Teodoro LuqueMartínez, Rodolfo Vázquez Casielles, and MaríaJesús Yagüe Guillén.
News
6TH INTERNATIONAL WORKSHOP ON GAMIFICATION AND MOTIVATIONAL TECHNOLOGIES (GAMOTEC 2026)
The University of Zaragoza (Spain) and the GENERES research group are proud to host the 6th International Workshop on Gamification and Motivational...
ENTER27 eTourism conference (Madrid) ̶ Shaping Tourism Technology: Hype, Human Centricity and ROI. 12-16 January 2027 – Madrid, Spain
Conference Theme Tourism is entering a new phase of digital transformation, one characterized not only by rapid technological innovation but also...
EMAC OPEN CALLS: OPPORTUNITIES FOR DOCTORAL STUDENTS, JUNIOR FACULTY, AND SUSTAINABILITY RESEARCH
EMAC has launched several open calls designed to (i) support doctoral students and junior faculty in marketing and (ii) stimulate rigorous,...
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