Sport is next psychological step forward (applying training techniques used in sports to training marketers)

Article Type: Abstracts From: Development and Learning in Organizations, Volume 26, Issue 2

BurrowsD.Marketing Week, September 2011, Vol. 34 No. 38, Start page: 27, No of pages: 3 Afghanistan

Reports how techniques used by elite sports stars are helping to adapt traditional staff development techniques to improve the performance of marketers at all levels of their careers. Describes how a new approach to training is taking a lead from the high performance approach used by Olympic gold medallists, and is being adopted by an increasing number of UK businesses including Morrisons, Unilever and Eurostar. Argues that companies have become too reliant on processes and tools to solve problems, while it is people and their inherent understanding of the challenge, the context and the reality of what can be achieved that are at the heart of any great solution. Looks at ways of applying sports training to marketing, noting the benefits of core strength training to an athlete (greater efficiency of movement, improved body control, stability and balance, increased power output from the core musculature and peripheral muscles, reduced risk of injury), and the benefits of building a strong core to businesses (greater efficiency of other marketing and business activities, improved balance of skills, increased output from both the core activities and the secondary activities, as well as from other departments and agencies, reduced risk of brand and innovation failure, improved balance and stability of workforce). Includes a question and answer (Q&A) session with David Ashley, Head of learning and development, HMV.Article type: ViewpointISSN: 0141-9285Reference: 40AS501

Keywords: Marketing, Organizations, Sport, Training methods,United Kingdom