Citizen Strategist: Putting The AMA's Definition of Marketing Into Context...

February 06, 2008

Putting The AMA's Definition of Marketing Into Context...

A CEO is interviewing two candidates for the CMO slot in his mid-sized enterprise. He's running a typical American enterprise - limited resources, cutthroat competition, dwindling margins, etc., etc. The CEO asks each candidate "how do you define marketing?".

Candidate one answers:

"Marketing is ideas and actions that generate increasingly profitable market share."

Candidate two answers:

“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. Marketing is not a function—it is an educational process.”

So you're the CEO - who do you hire?

Download vSente's Free Campaign Planner to learn more about how we help marketing managers battle larger competition.

Posted on February 06, 2008 in 01 - Defining Marketing, Strategy, Campaigning... | Permalink

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