Undergraduate education: The implications of cross-functional relationships in business marketing. The skills of high-performing managers

Like other specialty areas in the business school curriculum, marketing management classes emphasize an analytical perspective and provide students with a valuable set of strategy tools, but fail to come to grips with other facets of the managerial work of marketing-namely, the relational skills tha...

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Bibliographic Details
Published in:Journal of business-to-business marketing 2007, Vol.14 (1), p.75-94
Main Authors: Hutt, Michael D, Speh, Thomas W
Format: Article
Language:English
Subjects:
Beziehung
Business education
business marketing education
Core curriculum
Führungskraft
Kunde
Lieferung
Managerial skills
Marketing
Marketing management
Qualifikation
Studies
Studium
Undergraduate education
Vereinigte Staaten
Wirtschaft
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Summary:Like other specialty areas in the business school curriculum, marketing management classes emphasize an analytical perspective and provide students with a valuable set of strategy tools, but fail to come to grips with other facets of the managerial work of marketing-namely, the relational skills that are required for managing across functions, reconciling diverse interests, and creating integrated strategies and customer solutions. By serving as an advocate for the customer at various levels of the organizational hierarchy and across functions, the business marketer must initiate, develop, nurture, and sustain a rich network of relationships with multiple constituencies within the firm and within customer organizations. To effectively perform this challenging interdisciplinary role, a unique set of relationship management skills are required. This article explores the collaborative skills that high-performing managers have mastered and examines the resulting implications for the business marketing course. Recent research is examined that reveals the characteristics of reputationally effective managers, isolates the factors that define effective cross-functional exchange episodes, and details the specific behavior that top-performing account managers employ. By exploring the relational competencies that are instrumental to the work of marketing managers, the business marketing course can fill an important gap in the marketing curriculum.
ISSN:1051-712X
1547-0628
DOI:10.1300/J033v14n01_08