Purpose
– The purpose of this paper is to identify the challenges and marketing executive development needs of the future as revealed in surveys of senior marketing executives, chief marketing officers and CEOs of major corporations in the USA and globally.
Design/methodology/approach
– A historical analysis of the marketing function, its importance and emerging needs was conducted.
Findings
– Within this paper, the two questions of key importance that will be explored to manage marketing in tomorrow's world are as follows: what emerging trends present challenges to the marketing executive of the future? And what skills and knowledge trends and changes demand that the effective marketing executive acquire? The conclusion of this study indicate that the marketing executive of the future must have the needed skills in managing innovation and change, educating and developing leaders, understand technology, formulate and implement strategy, apply new leadership concepts, collaborate with government, anticipate social and technological advances, become more customer oriented and be more flexible.
Originality/value
– The paper is valuable in that it highlights the challenges and needs of senior marketing executives going forward in a changing world.
