blogIf you have not heard already the AMA tweaked the definition of marketing.
The new definition reads: “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.”
The previous version: “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.”
Why the change? The new definition does not limit marketing to an organizational function. It recognizes that consumers’ are increasingly becoming involved in steering the conversation and creative efforts around brands. A good example is Nick Haley’s iPod Touch commercial for Apple which can be found on Youtube. In the world of Web 2.0 we’re all brand ambassadors.
Stayed tuned for more on the good and the dark side of consumer created content.
Tags: definitions
