What is marketing?

That's the big question I re-examine in the November issue of NZMarketing - can hardly wait! :)

It's also a question being asked in the UK, as Simon Wakeman reported on his blog. Having just finished the article on service-dominant logic, I couldn't resist chipping in:

Here’s a nice concise [definition] from Vargo and Lusch, the guys who brought us Service-Dominant logic of marketing:

“To collaborate with customers and partners to create and sustain value.”

It’s not a thorough definition, but one that seems to catch the zeitgeist of marketing thinking at the moment. I think?

I've just now seen a follow-up comment from Andrew Wake, where he says, among other things, "Simon Young’s offering seems far more succinct."

Blush. Thanks! But I can't take credit; that pithy definition was lifted from one of the many papers written by Professors Vargo and Lusch.

But thanks anyway!

(While you're waiting to discover the future of marketing, read up about licensing your ideas.)