Pare che l’American Marketing Association [via What's Your Brand Mantra?] abbia cambiato la definizione di marketing. Da così:
“Marketing is the process of planning and executing conception, pricing, promotion and distribution of goods, ideas and services to create exchanges that satisfy individual and organizational goals.”
a così:
“Marketing is an organizational function and a set of processes for creating, communicating and delivering value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders.”
Mi sembra fumosa, allargata e anche troppo buonista. Eppoi la creazione di valore si applica a tutta l’economia di mercato, credo.
Cose simili:
- Customer service, tesi e McKinsey
- About 20 percent of the tweets contained product information
- Il marketing insegnato (d)ai negozianti – versione Facebook
- Ogni tanto la uso, e fa sempre colpo.
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