How did it come that AMA forgot to mention branding in their 2007 definition of marketing? A re-edited version of my article with the headline "On the definition of marketing" is now published on our site. Just print out and read. And don't forget to send me your comments, please.
Customer perceived value is what decides demand. Every company engaged in development, production, marketing, and selling branded products (goods and/or services) is subconsciously aware of it. But do their organisations reflect it? The common denominator of these activities is, of course, value development. Doesn’t this imply an organizational function like Product Value Management? Mega successful companies have utilized this in practice, even if not in theory. Think Henry Ford, Steven Jobs…