The Bedrock Skills of the Marketing Manager

Abstract

What are the skills and abilities needed by the marketing manager who is to survive and prosper during the next ten years? I have identified 16 traits. This list is by no means definitive but constitutes, I believe, the bedrock of effective marketing management in the 1980s and a basis for thinking about the education and training needs of present and future managers.

Citation

Thomas, M.J. (1983), "The Bedrock Skills of the Marketing Manager", Industrial Management & Data Systems, Vol. 83 No. 5/6, pp. 20-22. https://doi.org/10.1108/eb057314