It's about time!
Jennifer Rice of What's Your Brand Mantra? has begun a fascinating discussion of the American Marketing Association's new definition of marketing.
She points readers to the Peppers and Rogers site for more information on the definition change.
Jennifer offers her valuable insights to the issue when she says:
But I think the key phrase here is, "marketing is an organizational function." I don't know many companies that have truly integrated marketing as a mindset throughout the entire organization. This definition sets the marketing executive in a more pivotal role in a company; he/she is no longer simply responsible for a department, but for "delivering value and customer relationships." It's up to marketing to work with other departments to ensure that -- from promise through delivery -- the customer experience is consistent and positive. So while the AMA is a bit late to the party, it offers up a definition that holds a lot of room to grow.
I agree with Jennifer. Marketing is not a single distinct function of a single department within a company. Everyone within an organization is marketing the company, its image, and the promise of its brand. They just might not know it, as no one has likely told them.
Every person within the organization reflects upon the organization. The organization also extends beyond its own walls to its current and potential customers.
Whether a person buys a business's products and services or not, they hold some general opinion of that company. That opinion may be firmly held, or simply a vague impression. In any case, the customers and their needs, wants, and desires must be taken into consideration.
Marketing is not just a function of the "marketing department", acting in isolation.
Marketing is everyone within and outside of the company, combining their thoughts and ideas, on the direction of the business. Products and services must meet the needs of the buying public and they must be supported and endorsed by everyone within the organization as well.
Jennifer is right.
The new definition of marketing, while helpful, doesn't tell the whole story of marketing.
