Marketing Manifesto: What about the internal customers?

Fiona McAnena

I have a confession. I like the new Marketing Manifesto – especially mobilising the organisation – but I'm getting a bit bored with the conversation about the true meaning of marketing. It's been going on for years. One definition of madness is doing the same thing and expecting a different result. We have identified the problem, and the Manifesto gives us a solution. It's time to act on it.

In his article last year, David Whiting did an excellent job of identifying where marketing has lost its meaning, particularly how it has been conflated with communication and misappropriated by marketing communications practitioners prefixing marketing with the latest comms tools, as in content marketing, search engine marketing and so on (The new Manifesto for Marketing: Marketing Society members respond, Market Leader, September 2013).