The Y2K Crisis for Marketing Managers - American Marketing Association

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The Y2K Crisis for Marketing Managers

By Anne Hagen
Anne Hagen is the Marketing Manager of The McLean Group, a private investment bank that provides merger and acquisition, business valuation, and private equity services.

	1. The Y2K Crisis for Marketing Managers

Typically, marketing can be broken down into different categories such as PR/communication, design assessment, and market research. But now, with the information age upon us, an all new range of technical skills and marketing tools (i.e. Web site design, contact databases, design software, etc.) become crucial for the development of a business.

Marketing managers working in small companies, from 20 to 200 employees, face the challenge of broadening their technical skills in order to maintain control over their projects on a financial and managerial level. In small businesses where resources are scarce, it is much more cost effective for a company to hire well-rounded managers. While this may also be true for other departments as well, it is especially relevant to marketing.

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Table of Contents

1.	The Y2K Crisis for Marketing Managers
2.	The Challenges of Marketing Managers in Small Companies
3.	Outsourcing Marketing Activities
4.	The Dangers of Outsourcing Activities That Require Technical Skills
5.	Business Schools, Trainers of the Future Managers?

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