Recently the American Marketing Association proposed a new definition of marketing, which reads:
“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.”
Is this the best definition of marketing?
Does it even make sense to you?
I’d say its a perfect example of what’s wrong with most marketing. It’s too cumbersome and hard to understand, and doesn’t communicate the message clearly. Here’s an alternative, my definition of marketing. Tell me what you think.
“Marketing is helping your prospects get the information they need so they can get the products or services they want and so they buy from you.”
– Charlie Cook
Small Business Marketing That Works