The American Marketing Association (AMA) announced today that they broadened their definition of marketing. Since PR falls under marketing and is
most often developed in parallel with an organization's marketing plan,
I think it is important that all of PR folks are aware the AMA's revision.
Here is a today’s news feed from MediaPost's Marketing Daily.
AMA Broadens Definition Of 'Marketing'
Friday, Jan 18, 2008 5:00 AM ET
--Nina M. Lentini
The AMERICAN MARKETING ASSOCIATION has redefined the word "marketing," to reflect its broader role in society
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."
The previous definition stated: "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."
The AMA revisits the definition for marketing every five years in a disciplined effort to reflect on the state of the marketing field.
