Managerial understanding of contemporary industrial marketing issues

This paper presents the findings of an empirical study conducted with 256 senior marketers in industrial and technological organisations. The results confirmed that the status of marketing in such organisations is low, but that this is likely to change due to a number of factors. Managers identified objectives that they prioritised for future success, which were positively correlated with intuitively appropriate strategies. The managers also identified the skills and abilities that they considered important in the future, providing valuable guidance for management educators.