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.
DOI
10.4018/978-1-5225-1656-9.ch007
Editor
Roman Batko & Anna Szopa
Publisher
IGI Global
City
Hershey, PA
ISBN
9781522516569
Repository Citation
Gonzalez-Fuentes, M. V. (2017). The organization of the future and the marketing function: Marketers' competencies in the era of information technology. In R. Batko & A. Szopa (Ed.), Strategic Imperatives and Core Competencies in the Era of Robotics and Artificial Intelligence, (pp. 126-145). Hershey, PA: IGI Global. https://doi.org/10.4018/978-1-5225-1656-9.ch007
Publication Information
Strategic Imperatives and Core Competencies in the Era of Robotics and Artificial Intelligence