The new definition reads: "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."
Here are some bits and pieces of various comments I’ve read regarding this new definition.
- “has the AMA ever heard of the KISS principle?”
- “about as useful as a straightened paper clip"
- “sounds like it was written by academics”
- “meaningless crapola”
- “use English instead of jargon”
- “I have no idea what it means”
- “makes it difficult for non-marketers to take us seriously”
- “classic committee-created definitions”
- “too many words used to say nothing”
- “perfect example of what is wrong with most marketing”
- “makes me pass out in boredom”
- “the 1935 definition was much better”
- “I’d hate to hear their elevator speech”
- “Is there a typo in the definition? Or is it really this tedious?”
Of course, I’ve read a few (very few) positive comments. Unfortunately, those read like the new definition itself – wordy, vague, and difficult to understand. I quit reading after the first sentence or two.
Why not try your hand at forming a definition of marketing and share it with us. Maybe you can help the AMA out with their next attempt at defining marketing which is slated for 2012.