Laura Patterson has a good article up at Marketing Profs describing how CMO’s can thrive. She uses CMO Anthony Palmer’s quote about the role of marketing which is timely, based upon the AMA’s new definition of marketing. This is what Anthony says:
"the role of a CMO is really pretty simple. You can’t ever lose sight of the fact that your role is to sell more stuff to more people for more money more often.
This is how I recently defined marketing:
Marketing is ideas and actions that generate increasingly profitable market share.
And for a baseline this is how the AMA now defines marketing:
“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.”
It will be used as the official definition of marketing in
books and taught in university lecture halls nationwide, according to
the AMA.“One of the most important changes to American Marketing
Association’s new definition for marketing is that marketing is
presented as a broader activity,” said Nancy Costopulos, CMO of the
American Marketing Association. “Marketing is no longer a function—it
is an educational process.”
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