Abstract
The paper discusses how the role of the marketer is changing as companies increasingly adopt Internet-related applications as a key parts of their IT and business strategy. It considers the demands placed upon marketers to acquire new skills and the implications for their role and responsibilities as the functional boundaries of companies are forced to adapt to the new methods of trading enabled by the Internet. Finally, the author proposes a checklist of the issues that a company's senior management should address to ensure the marketer is provided with the tools and the power to work effectively.
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Stroud, D. Interactive marketing needs interactive marketers. J Direct Data Digit Mark Pract 2, 230–239 (2001). https://doi.org/10.1057/palgrave.im.4340093
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DOI: https://doi.org/10.1057/palgrave.im.4340093