“A clear framework for understanding value creation helps teams align offers, reach audiences, and improve results.”
AMA, 2017a refers to a citation of the American Marketing Association, usually pointing to a specific source published or indexed in 2017 and distinguished with the letter a when several works from the same author or organization appear in the same year.
In practice, this reference is often used when discussing the formal definition of activities involved in creating, communicating, delivering, and exchanging offerings that have value for customers, partners, and society at large. It gives a structured foundation for understanding how organizations connect needs, value propositions, communication, relationships, and performance.
This definition is useful well beyond commercial communication. It supports product positioning, service design, stakeholder alignment, customer understanding, go-to-market thinking, and value delivery across many business and digital environments.
What this stands for
- AMA: American Marketing Association
- 2017a: a bibliographic year marker used to identify one source among possibly several from the same year
Why this reference matters
- It provides an authoritative definition from a recognized professional association.
- It helps teams use a common vocabulary when discussing value creation and customer orientation.
- It is frequently cited in academic, business, and professional material.
- It supports clearer thinking around strategy, customer engagement, and organizational alignment.
Practical interpretation
The concept behind this reference can be understood as a coordinated discipline that helps an organization:
- identify needs and expectations,
- design relevant offers,
- communicate value clearly,
- deliver consistent experiences,
- build lasting relationships,
- improve outcomes for both the organization and its stakeholders.
References