How to Become Irrelevant
The American Marketing Association has somehow managed to obfuscate the clear. With all the substantial pedigree they wield, this is the best definition (recently revised!) of marketing they could devise:
“Marketing is the activity, conducted by organizations and individuals, that operates through a set of institutions and processes for creating, communicating, delivering, and exchanging market offerings that have value for customers, clients, marketers, and society at large.”
What's with the love affair with institutions and processes? Are we really so conceited that we believe only institutions and organizational processes are capable of producing the net result of what marketing is supposed to do?
Oh. But we're the professionals. And we're insecure. Thus, we need a definition that excludes the chaotic nature of consumer marketing that is pervasive in this age of YouTube, MySpace, Flickr, and blogs.
Chaos is here, folks. We might not like it. We might be afraid of it. But we'd better learn to embrace it, or else the marketplace won't even bother to wave as it passes us by.
Hat tip to Diva Marketing Blog for publicizing this change. - Cam Beck