Careers in advertising are not limited to writers and artists. Instead, advertising
is an important business enterprise that requires a combination of planning, fact
gathering, and creativity and involves all phases of marketing. Opportunities exist
with media, corporate departments, and advertising agencies.
Brand managers plan, develop, and direct the marketing efforts for a particular brand
or product. They are generalists who coordinate the activities of specialists in
production, sales, advertising, promotion, R&D, marketing research, purchasing, distribution,
package development, and finance.
The economy's service sector now exceeds the manufacturing sector in terms of relative
contribution to the GDP and is where much of the economy's most vigorous growth is
occurring. Numerous marketing positions are available in banking and financial service
institutions, health care organizations, leisure-oriented businesses, and in various
other service settings.
Direct response marketing, from marketer directly to consumer is the fastest growing
marketing channel in the United States. Direct response vehicles include direct mail,
print and broadcast media, telephone marketing, catalogues, in-home presentations,
and door-to-door marketing.
Industrial marketing involves the planning, sale, and service of products used for
commercial or business purposes.
Sales and sales management opportunities exist in a wide range of profit and nonprofit
organizations, and in product and service organizations, including financial, insurance,
consulting, and government. Industrial and commercial sales and sales management
offer increasingly challenging and rewarding opportunities commonly involving systems
selling and requiring broad management and, in some cases, technical training. Opportunities
exist in trade sales, missionary sales, technical sales, and new business selling.
Special opportunities in international marketing arise because of the variety of social,
economic, and political conditions confronting international marketing personnel as
well as the increased responsibility, which decentralized decision making and greater
distances from headquarters, generally bring.
Individuals employed in the field of marketing research are involved with providing
management with information needed for decision making. Information about consumers,
the marketing environment, and the competition are needed to operate effectively in
the marketplace today.
Persons who specialize in new product planning can find opportunities in the marketing
of consumer products, consumer services, hospital and medical services, and public
service programs. Persons involved in new product planning develop skills in understanding
marketing research, sales forecasting, and promotional planning.
Companies involved in retailing afford the employees an early opportunity to use professional
knowledge to improve company profits through the maintenance of appropriate assortments
of goods and services in locations easily accessible to customers. The marked growth
of general merchandisers, such as department sores, discount houses, chain and "warehouse-showroom"
stores, has brought about greater emphasis on "professional training" as part of the
preparation for a career in retailing.
Distribution management is the analysis, planning, and control of activities concerned
with the procurement and distribution of goods. The activities include transportation,
warehousing, forecasting, order processing, inventory control, production planning,
site selection, and customer service. The distribution domain is an extensive and
diverse area concerned not only with the physical transportation of products, but
also with various purchasing, selling, and channel management functions.
For some general information about marketing careers, visit the following sites:
For information about salaries in marketing and related jobs, visit the following
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