The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
The Organization of the Future and the Marketing Function: Marketers' Competencies in the Era of Information Technology
Abstract
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 of decades and the challenges ahead for future professionals and executives.
Related Content
Albérico Travassos Rosário, Joana Carmo Dias.
© 2024.
35 pages.
|
Elena García-y-García, Francisco Rejón-Guardia, Laura Berenice Sánchez-Baltasar.
© 2024.
35 pages.
|
Nino Tchanturia, Rusudan Dalakishvili.
© 2024.
20 pages.
|
Žiga Domadenik, Tina Tomažič.
© 2024.
21 pages.
|
Loredana Kotinski.
© 2024.
14 pages.
|
Margarida Silva, Nataliia Buchko, Natalia Parashchenko, Titanilla Marta Szaszi, Yevheniia Tovstyk.
© 2024.
15 pages.
|
A. N. Raghavendra, G. Vijayakumar, Sanjeev Kumar Thalari.
© 2024.
16 pages.
|
|
|