BtoB’s Matthew Schwartz interviewed me and AMA CMO Nancy Costopulos recently about my postings on the AMA’s new definition of marketing. The interview is in the current BtoB Magazine. You can read it here online. In a nutshell this is what Costopulos said about my comments:
Nancy Costopulos, CMO of the AMA, said the association had anticipated
some dissent. "We think it’s healthy for the profession to have a
dialogue and a conversation," about the new definition, she said. She
added that 70% of 1,000 marketers responding to queries about the new
definition said it was an improvement on the prior definition. Of the
revision Costopulos said: "It’s not just about marketing in management
but marketing at a higher level."
So marketing in management is at a "lower" level? Than what?
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