The new Manifesto for Marketing: Marketing Society members respond
David Whiting wonders whether marketing has been terminally hijacked.
The launch of the Marketing Society's Manifesto for Marketing has not come a moment too soon. It restates strongly the strategic view of the discipline that has always underpinned (at least since the mid-20th century) its rise and wide acceptance. The updated definition of marketing – to create sustainable growth by understanding, anticipating and satisfying customer need – also acknowledges, importantly, the added dimension of the term 'sustainable': recognising a responsibility towards society and the planet.
As a driving purpose for those who work in the many subdivisions of marketing, this should serve as a motivating and unimpeachable touchstone. It has an ethical core and entails recognising a warning contained within the manifesto: "With trust in organisations and marketing falling, we have a challenge to build a reputation for telling the truth in ways that will be understood by anyone we deal with, inside or outside the company."