Fit for purpose?

Charles, Gemma
September 2007
Marketing (00253650);9/26/2007, p16
Trade Publication
The article presents the author's comments on the Chartered Institute of Marketing (CIM)'s new definition of marketing. He says that the CIM's definition swaps brevity for verbosity, which is not convincing to everyone. He says that the present definition, with its mention of the word 'profitably', feeds into this belief, as does 'management', which alludes to a one-way process whereby a passive malleable consumer is manipulated by marketing executives.


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