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Do marketers need to be industry experts?

Jiro Osuga

The move towards specialised marketing training is provoking a wider debate over the need for qualifications.

What skills and knowledge do you look for when hiring marketing executives? Do you favour candidates with generic, degree-level training? Can you see more benefit in them learning on the job, or would it be valuable to be versed in your industry before they even step through the door?

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