Competencies of Marketing Managers in South Africa

Author(s)

Stuart Melaia
Russell Abratt, Nova Southeastern UniversityFollow
Geoff Bick, University of the Witwatersrand, Johannesburg

ORCID

Rusell Abratt0000-0002-5385-0936

Document Type

Article

Publication Title

Journal of Marketing Theory and Practice

ISSN

1069-6679

Publication Date

2008

Abstract/Excerpt

Scholars have devoted much attention to the development of marketing strategy, yet the literature detailing the skills or competencies of marketing managers is limited. Although much of the marketing theory acknowledges the need for marketing skills, it fails to identify these skills and competencies. The purpose of this paper is to identify the key competencies that marketing managers need in order to perform their duties effectively. A qualitative survey of marketing job specifications in companies as well as a study of marketing managers in large South African firms were undertaken. The results are reported and a list of important competencies are identified and discussed. Recommendations are made to management.

DOI

https://doi.org/10.2753/MTP1069-6679160304

Volume

16

Issue

3

First Page

233

Last Page

246

NSUWorks Citation

Melaia, Stuart; Abratt, Russell; and Bick, Geoff, "Competencies of Marketing Managers in South Africa" (2008). HCBE Faculty Articles. 965.
https://nsuworks.nova.edu/hcbe_facarticles/965