The Extent to Which These Skills are Important to the Marketer

Given the literature reviewed it appears that these skills are of utmost importance for the marketers who take part in the negotiating process with various stakeholders. It is also clear that a given specified process -if followed- will greatly help the marketer in successful negotiations.

The extent to which negotiation skills are important to marketers will increase in importance as they go higher up in the organizational structure. For instance, a Marketing director may negotiate an issue worth millions of rupees where as a marketing executive may handle negotiations at a lower level.


In conclusion then, it must be said that all literature reviewed points to the fact that negotiating skills increase in their importance when a marketer goes up the organizational structure.