Robert Kingston at SmallBusinessBranding.com shared a new definition of marketing by the American Marketing Association:
“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.”
What amuses me is that this is a definition done by marketers for marketers. It adds nothing to the understanding of concept or, as a matter of fact, a reasoning a small business owner should include a Marketing row in his cash flow statement.
I am not a marketing professional, only learning, but for me this definition is like saying the water is wet. I’d rather had someone explain all this in English. My own versions of definitions would look closer to the following statements.
Advertising – is when some dude just shouts out good stuff about his merchandise or service.
Marketing – is when someone else spends enormous amounts of time, money and effort figuring out who exactly must be the shouting dude, what kind of stuff he needs to shout and where exactly he needs to stand in order to get as many annoyed people as possible.
Sales – poor people who get to deal with the folks annoyed to such a degree that they have decided to consider buying something that the first dude is shouting about.