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The Organization Of The Future And The Marketing Function: Marketers' Competencies In The Era Of Information Technology, Mario V. González Fuentes
The Organization Of The Future And The Marketing Function: Marketers' Competencies In The Era Of Information Technology, Mario V. González Fuentes
Mario Gonzalez Fuentes
The past two decades—and the technology advancements experienced throughout them—have left marketers with a new context that has provided new business opportunities. This new context has prompted a change in the focus of the marketing function and demanded a shift in marketing imperatives and competencies. This chapter provides a comprehensive review of the technological changes experienced by the marketing function in a company, as documented by both scholars and practitioners. It also provides a thorough discussion of the ongoing academic debate regarding the new set of technical skills that have defined employability in the marketing circles for the past couple …
Core Competencies, Core Values And Core Compromises, Jeffrey Keisler, Edward Romar
Core Competencies, Core Values And Core Compromises, Jeffrey Keisler, Edward Romar
Jeffrey Keisler