As I was looking around for current ‘definitions’ of marketing to satisfy my curiosity and I came across the AMA’s revised definition for marketing.
“Marketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.”
A bit high falutin’ but an improvement over the old language that starts with: “Marketing is an organizational function…” In the announcement from Mike Lotti, Chairperson of the Board they hit the nail on the head:
“Marketing is regarded as an ‘activity’ instead of a ‘function’ and positions marketing as a broader activity in a company/organization, and not just a department.”
Now, I know that proper definitions usually go down real well with management. So update your job description and then point to it as you work to re-integrate marketing throughout your organization:>
