What are the essential capabilities of marketers?: A comparative study of managers', academics' and students' perceptions

Purpose – This paper sets out to identify the knowledge and skills that marketing practitioners need to possess and use, to improve marketing management and firm performance.Design/methodology/approach – The data from a survey of marketing managers, academics and senior students in New Zealand, relating to the skills essential to work as a marketing manager, were analysed by analysis of variance to assess the extent of convergences or divergence among the responses of the three groups.Findings – The essential skills are an ability and willingness to learn about product‐markets, to solve marketing problems, to communicate with internal and external stakeholders, and to work in teams, plus the knowledge of a wide range of marketing subject areas needed to set these skills in context. To progress from junior to senior posts, marketing graduates need to develop strategic thinking, leadership and management skills, and must demonstrate knowledge of strategic planning, product and brand management, communicatio...

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