ATL, BTL wrong concept

Often in ads for the job there is demanding experienced,marketing manager at ATL and / or BTL activities.

This request shows ignorance of basic marketing rules because the following reasons:

1. ATL / BTL is only one of the concepts in marketing. Duty of marketing manager is to implement those marketing activities that match the company, its activities, size, market .... Uniform access only to the fulfillment of forms that do not bring results.

2. ATL / BTL is a wrong concept because a company / organization must be so big / huge that has promotional activities and so many activities that they can be divided into those 'above the line' and those 'below the line'.And that can only large multinational companies, the requirements for knowledge of ATL / BTL set mostly small and medium business ....(probably they heard that is ‘IN’).

When the knowledge of ATL / BTL concept combined with the requirement that a marketing manager should have pharmaceutical, technological, medical, etc..faculty. Faculty which has no connection to the economy, it is perfect example of STUPIDITY.
It is as if from economists, lawyers were required to treat, cure people, if possible, and to deal with the surgery!

As economists do not know how to make computers, drugs, cars ... same, a doctor does not know to lead and manage marketing ....

If such requests answered elementary logic, then they were all 'scrapbook' and everyone would be doing everything and anything ... And the expertise, specialization.

Although, the call to the demagogy and the philosophy of 'everything and everybody', will never vanish.

This is just one example of knowledge does not matter, because often marketing is mixed with the promotion (advertising), with sales, Internet marketing with programming, SEO with programming, promotion with PR ...