Managing marketers

Managing marketing people effectively means being aware of the rapidly changing requirements and skills needed to do the job well.

Many still see marketing as a mainly creative profession. But in an environment that’s increasingly bound by regulations, and that’s more technological and more meticulously measured, the scientific aspect of the marketer’s role is becoming much more important than before.

Our agenda paper A tale of two disciplines explains this dichotomy and recommends a change in attitudes to training and development to cater for it.

Our Learning 2.0 paper looks at the role of continuing professional development (CPD) in the nurturing of the best marketing talent. In a world where previously accepted knowledge quickly becomes outmoded and employees rarely stay with one employer for life, training choices should suit both the individual and the strategic aims of the business.

For a greater understanding of managing marketing people select the relevant button to search our library catalogue. Or to search Ebsco's Business Source Corporate, members can log in and click on the Managing marketers link in the Member content area.*

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