Abstract
Changing economic conditions are calling for a new order of things in marketing management. In addition to their traditional responsibility for handling the selling job, marketing managers today must assume responsibility for: (a) planning marketing strategy; (b) hard-headed, realistic analysis of the business facts about marketing operations; (c) introducing and speeding the adoption of bold innovations in distribution processes; and (d) manning the front lines of defense in our efforts to maintain the private-enterprise system in the United States. The handling of these multiple-management responsibilities calls for well balanced application of the skills of an artist and the skills of a scientist. The marketing manager must, therefore, provide for the development of both types of talent in his organization, and must establish organizational and procedural arrangements which will permit each group to play its proper role in the management function.
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