In with the old: in with the young

Citation

Furness, V. (2006), "In with the old: in with the young", Development and Learning in Organizations, Vol. 20 No. 4. https://doi.org/10.1108/dlo.2006.08120dad.013

In with the old: in with the young

In with the old: in with the young

Furness V.Marketing Week, 2 March 2006, Start page: 43, No. of pages: 1

Purpose – To discuss how inexperienced marketers can develop their skills. Design/methodology/approach – Cites a study by the National Institute of Adult Continuing Education and Leicester University and looks at the ways in which younger marketers can tap into the knowledge of older colleagues. Findings – Only 3 percent of marketers are over 50 yet it is the grey market that marketers should be targeting as this is the consumer group which has large amounts of disposable income and leisure time on its hands. Discovers that 90 percent of marketers learn core skills on the job while over half reported that receiving advice and coaching from senior staff improved their effectiveness and productivity. Adds that many new team members are keen to learn from others who have been in the role for many years but the workloads of senior marketers are increasing, so finding the time for internal mentoring and coaching programmes is very difficult, which is why many firms go outside for training to fill an expertise gap. Reveals that other ways of learning are by hiring a senior marketer, turning to industry bodies, networking and role models or mentors. Originality/value – Suggests that, instead of solely focusing on the next generation of marketing directors, companies should consider how they could hold on to more experienced marketers and gain some of their wisdom.ISSN: 0141-9285Reference: 35AH002

Keywords: Management development, Marketing management, Training