Deepen your knowledge with carefully selected resources.

12.1: Tekula, M. (2012) ‘Building a T-shaped web marketing skill set, distilled’. Available at: https://www.distilled.net/blog/seo/building-a-t-shaped-skill-set/.

Description: The first stage of the idea of the T-shaped marketer

12.2: Fishkin, R. (2013) ‘The T-Shaped Web Marketer’, Rand’s Blog. Available at: https://moz.com/rand/the-t-shaped-web-marketer

Description: A developed version of the T-shaped marketer

12.3: Hanssens, D.M. and Pauwels, K.H. (2016) ‘Demonstrating the value of marketing’, Journal of Marketing, 80 (November), pp. 173–190. doi: 10.1509/jm.15.0417.

Description: Critical article which reviews the value of marketing and explains the challenges with measurement, as well as evaluating different types of objectives

12.4: Abendroth, L.J. and Pels, J. (2017) ‘Market resource gaps: Identifying resources to cocreate solutions that facilitate consumption’, Marketing Theory, 17 (3), pp. 357–371. doi: 10.1177/1470593117702291.

Description: An alternative view of resources – from the customers’ perspective that considers cocreation in order to bridge the gap between the offer from an organization and customers’ needs

12.5: Bower, J.L. (2017) ‘Managing resource allocation: Personal reflections from a managerial perspective’, Journal of Management, 43 (8), pp. 2421–2429. doi: 10.1177/0149206316675929.

Description: Interesting perspective and insights from a manager into how resources are allocated and decisions made