It currently characterises marketing as 'the management process responsible for identifying, anticipating and satisfying customer requirements profitably'.
In a paper titled 'Tomorrow's Word: Re-evaluating the Role of Marketing', the CIM proposes a longer, updated definition that includes themes of customer-focused operations, innovation and 'satisfying shareholders and stakeholders from business and the community' in order to contribute to 'positive behavioural change and a sustainable business future'.
Click here to read an analysis of the proposed defintion.
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