MAD posted on Friday on the Chartered Institute of Marketing’s attempt to redefine the role of marketing. Believe it or not, the CIM’s definition of marketing has been the same for over 30 years. It was way back in 1976 (the same year as Chopper bikes, Punk, The Muppets, Starsky & Hutch cardigans, and the year Prince Charles grew a beard) that they described it as:
"The management process responsible for identifying, anticipating and satisfying customer requirements profitably."
They are now suggesting a new definition:
"The strategic function that creates value by stimulating, facilitating and fulfilling customer demand. It does this by building brands, nurturing innovation, developing relationships, creating good customer service and communicating benefits. By opening customer-centrically, marketing brings positive return on investment, satisfies shareholders and stakeholders from business and community, and contributes to positive behavioural change and a sustainable business future."
What do we think about that then? Personally, I’m a fan of pithy descriptions, so I’d rather they’d have just left it at end of the first sentence. The rest is trying too hard and just dilutes the premis of what most marketing is actually about – shifting product.