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Careers in Marketing

American Management Association, 1601 Broad- more business and nonbusiness organizations—service
way, New York, NY 10019, www.amanet.org firms, nonprofit institutions, political candidates, and so
Administrative Management Society, 4622 Street forth. Therefore, a high demand for individuals with mar-
keting training was emerging as a critical criterion for
Road, Trevose, PA 19047
employment in the twenty-first century. Two major expla-
National Management Association, 2210 Arbor
nations have been offered for the continuously increasing
Boulevard, Dayton, OH 45439, www.ncssma.org demand for marketing skills: deregulation of major indus-
Women in Management, P.O. Box 3451, Stamford, tries (banking, telecommunications, and transportation)
CT 06905, www.wimonline.org and increased foreign competition.
Considering the increased role of marketing in the
SEE ALSO Management
U.S. economy, members of the twenty-first-century work-
force need to be familiar with the major marketing-related
BIBLIOGRAPHY occupations. According to Philip Kotler and Gary Arm-
Boone, Louis E., and Kurtz, David L. (2006). Contemporary strong, in 2006, the major marketing occupations are: (1)
Business 2006. Mason, OH: South-Western.
advertising, (2) brand and product management, (3) indus-
Certo, Samuel C., and Certo, S. Trevis (2006). Modern Manage-
trial marketing, (4) international marketing, (5) marketing
ment (10th ed.). Upper Saddle River, NJ: Pearson/Prentice
Hall. research, (6) new-product planning, (7) physical distribu-
tion/distribution management, (8) public relations, (9)
Griffin, Ricky W. (2005). Management. Boston: Houghton Mif-
flin Co. retail marketing, and (10) sales and sales promotion mar-
keting. A discussion of each of these major marketing occu-
Miller, Donald S., Catt, Steven E., and Carbon, James R.
(1996). Fundamentals of Management. St. Paul, MN: West pations follows.
Publishing Company.
Mosley, Donald C., Pietri, Paul H., and Megginson, Leon C. ADVERTISING
(1996). Management: Leadership in Action. New York:
Advertising is a vital business activity that requires plan-
HarperCollins.
ning skills, fact-gathering ability, creativity, artistic talent,
Robbins, Steven P., and Coulter, Mary. (1999). Management.
and written and oral communication skills. Individuals
Upper Saddle River, NJ: Prentice-Hall.
who are employed in advertising typically perform the fol-
Occupational Projections and Training Data (1996). Bulletin No. lowing tasks:
2471. Washington, DC: U.S. Bureau of Labor Statistics
Author.
• Search for factual information
• Read avidly
Thaddeus McEwen
• Borrow ideas
• Talk to customers
• Develop print layouts, package designs, storyboards,
CAREERS IN corporate logotypes, trademarks, and symbols
MARKETING • Specify style and size of typography
Is a career in marketing for you? To be successful in a • Arrange advertisement details for reproduction
marketing career, an individual must have good commu-
nication, critical thinking, and people skills. In addi- Thus, advertising involves all components of market-
tion to these skills, a majority of individuals employed in ing—product, price, promotion, and place. Because all
marketing-related occupations possess excellent time- the above tasks require working with people who are
management skills, the ability to work with a wide variety clients or potential clients, an individual must be person-
of people, and a capacity for self-motivation. These indi- able, diplomatic, and sincere. Further, to succeed in adver-
viduals must be able to establish timelines, goals, and tising, a person needs to be self-motivated and able to
objectives and adhere to them. present information about a product to varying audiences.
According to the U.S. Bureau of Labor Statistics, the
number of individuals who earn a living in marketing- BRAND AND PRODUCT
related careers: advertising, sales, or public relations has MANAGEMENT
increased rapidly. In 2005 almost one-third of all U.S. Individuals involved in brand and product management
workers were employed in marketing-related positions, (BPM) are planners, directors, and controllers of the posi-
and marketing principles were being applied to more and tioning of consumer packaged goods for sale in a dramat-

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