The changing role of marketer

David Thorp of Chartered institute of Marketing has written a paper called "The changing role of the Marketer" where he suggests splitting marketing roles into 3 areas:

• Science (analytics & research),
• Arts (creative) and
• Humanities (social networking and collaborative behaviours).

This seems reasonable but I think the marketer in 2009 needs to go further. He needs to be strategic, creative, emotional and also able to see beyond horizon.

As my friend Nick Baggot writes "I think we need to be more rounded, more free thinking and more innovative in everything we do. Marketing teams will get smaller this year. So those that are in roles, need to step up to the plate and make it happen. That means taking risks and stepping out of our comfort zones."