Wanted! – A debate on marketing

12 November 2007 - The Chartered Institute of Marketing is encouraging marketers to talk more on its proposed new definition of marketing, and to this end has included it on Wikipedia.

In September The Institute launched what it proposes will become the profession’s new statement about its role and function within the business, something that more closely reflects the current nature of marketing. However, The Institute feels that if there is to greater recognition for the profession in business then there needs to be more discussion on whether this new description is the right ‘fit’.

“The change we’re proposing is the first in 30 years and we really want to stimulate debate on its appropriateness. There are over half a million marketers out there and we want to hear their opinions,” said David Thorp, director of research and information at The Chartered Institute of Marketing.

“This is an important change which states that the profession is now a core business function. Our current definition is widely considered the benchmark within business so what we replace it with will become the new standard – it will be how business defines us over the next five to ten years,” added Thorp.

The new proposed definition defines marketing as ‘the strategic business function that creates value by stimulating, facilitating and fulfilling customer demand’. Two additional lines have been included to give greater clarity for business but it is not intended that these form part of the benchmark definition.

Feedback can be sent to shapetheagenda@cim.co.uk and the whole definition can be viewed on: http://en.wikipedia.org/wiki/The_Chartered_Institute_of_Marketing#Definition_of_Marketing