The Organization of the Future and the Marketing Function: Marketers' Competencies in the Era of Information Technology

The Organization of the Future and the Marketing Function: Marketers' Competencies in the Era of Information Technology

Mario Gonzalez-Fuentes (Trinity University, USA)
DOI: 10.4018/978-1-5225-1656-9.ch007
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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.
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The Internet Of Things: The Rise Of Tradigital Marketing

During the first half of the 1990s, marketing professionals faced the challenge to learn “the Internet of things” in order to adapt their strategies to this new media form. The commercialization of Internet, through the World Wide Web, provided the public with instant access to a vast array of information about a myriad of topics and interests (Roberts & Zahay, 2012). Concepts and terms such as e-mail, browsers and webpages became common currency in conversations all over the world. If you had a computer and a telephone, you had access to a wealth of information about a wide array of topics.

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