The new Manifesto for Marketing: Marketing Society members respond
David WhitingDavid Whiting AssociatesCharlie DawsonThe Foundation
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...