Document Type

Contribution to Book

Publication Date

11-2016

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.

Document Object Identifier (DOI)

10.4018/978-1-5225-1656-9.ch007

Editor

Roman Batko & Anna Szopa

Publisher

IGI Global

City

Hershey, PA

ISBN

9781522516569

Publication Information

Strategic Imperatives and Core Competencies in the Era of Robotics and Artificial Intelligence

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