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November 10, 2004
What is Marketing Anyway?
Brand Mantra hightlights and comments on the previous and revised AMA definitions of marketing.
- Old: "Marketing is the process of planning and executing conception, pricing, promotion and distribution of goods, ideas and services to create exchanges that satisfy individual and organizational goals."
- New: "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."
While I agree with Brand Mantra that the new definition allows for a bigger role for marketing (and God knows that it can feel pretty low down the totem pole in a tech company), I guess both definitions leave me a little cold and not very energized. Function, process, organization, those are all part of it I guess but they sure seem passive in the way they are worded. They seem like they are waiting for corporate management to give authority for the process, organization and functions.
This is an age old question and one that has continued come up in all our talks. Hell, to me marketing IS business. Why not be presumptive about it? Other than actually making the stuff marketing is what brings in the money, in the short and long run. That includes all forms of communications and relationships, and of course, without value there would not be sales for too long. But I’m on a simplicity kick. A friend said, marketing is what you do – the course you set, decisions you make and actions you take - to make sure sales happen, both in the short and the long term. How’s that?
Posted by johnza at November 10, 2004 10:14 AM
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