Marketing in crisis : review of what skills brand manages in FMCG SA market deem essential and how the skills are effectively acquired

Abstract

South African organisations appear to be showing the same trend towards the global crisis – lack of confidence in the marketing discipline. The lack of confidence appears to be motivated by the applicability of marketing theory to marketing practice in order to reflect the new fast changing competitive environment. The purpose of the research is to seek to identify how to improve marketing credibility in the organisation. The research indicates that despite marketers being provided with a rich knowledge base, students may be insufficiently taught how to integrate and use that knowledge (Walker et al, 199). The research will review what skills Brand Managers in FMCG market deem essential for future marketers, and how the skills are effectively acquired. The study will first understand if Brand Managers believe marketers in the FMCG market in South Africa are losing credibility, and if so why they believe this is the case. Secondly the research will investigate the most effective way Brand Managers have acquired their marketing skills and thirdly what skill they believe are essential for the success of Brand Managers in South Africa FMCG market.