L' American Marketing Association ha divulgato, alcuni giorni fa, la nuova definizione di "Marketing".
The new definition includes the role marketing plays within society at large, and defines marketing as a science, educational process and a philosophy - not just a management system.
“One of the most important changes to American Marketing Association’s new definition for marketing is that marketing is presented as a broader activity,” says Nancy Costopulos, Chief Marketing Officer of the American Marketing Association. “Marketing is no longer a function – it is an educational process.”
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 definition stated:
“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.”
The American Marketing Association revisits the definition for marketing every five years in a disciplined effort to reflect on the state of the marketing field.
Capisco che ai più sembreranno sfumature insignificanti ma si tratta di un passo avanti nel complesso discorso sull'applicabilità del marketing ai diversi contesti.
