Marketing's new definition - New AMA blog
In the January 15 issue of Marketing News, former editor Lisa M. Keefe wrote about the new definition of marketing, which reads:
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.
There was a lot of reaction in the blogosphere, so the American Marketing Association set up an official blog, and the discussion about the definition is now on the Web. Check it out and contribute to the conversation!
Comments
I believe that marketing should be defined at the company level, not the industry level. Business leaders should clarify the role of marketing in their own organizations and understand that it may evolve as the business and customer needs evolve. My personal view is that too often customer focus starts in marketing and then marketing tries to sell it internally and externally. Sharp business operations leaders know that the customer is their job and do not wait for someone else to clarify it for them. The less sharp not only stagnate the experience, but they also become defensive when someone tries to explain to them that their direction (or lack thereof!) can be changed to improve results.
Teamwork is key. Getting the kids in the same sandbox is the first step!
http://www.evenbetteryet.com
Posted by: Benjamin | February 10, 2008 12:08 PM