The Changing Nature of the Marketing Profession and the Implications for Requirements in Marketing Education
In 1985, my colleague Michael Baker was the national chairman of the (as it was then designated) Institute of Marketing. This year (1995) I have had the honour of becoming only the second professor in the history of the body to be chairman of the Chartered Institute of Marketing, the Royal Charter having been granted in 1989. As in many other matters, I have trodden a path pioneered by Michael Baker. That the two professors who have held the post should both be from Strathclyde University is itself remarkable since the chairman is elected by the Institute membership, which consists of professional marketing managers and directors (26000 of them). That members have supported both of us suggests that we are both credible in the eyes of practitioners, and that they have been prepared to listen to both of us as we have played a role in directing the profession towards the future, at the level of students and at the practitioner level.
KeywordsRelationship Marketing Marketing Capability Electronic Data Interchange Marketing Concept Marketing Department
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