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What is Understanding Marketing Management Roles about?

This position paper examines the complexities of marketing management, emphasizing the diverse roles and competencies required of marketing managers. It argues for a more nuanced understanding of effective management by studying specific managerial tasks and contexts rather than relying on generalized studies. The paper also highlights the challenges facing the marketing profession, including its perceived status and the risk of being subsumed by other management functions.

Author

Irene Ann Bayotas

Language

EN