Training the marketing decision makers: In or out of the system?

Since the 1964 Industrial Training Act the level and quality of industrial training has improved considerably. Basic training systems are now very sound, especially in those companies who are exempt from training levy. Few people would question the importance of systematic training for all industrial jobs from the machine operator to the managing director. Good training will invariably be designed to contribute to the improvement of job performance. The achievements of the past 15 years are now leading to some interesting and in many cases more effective approaches to training especially in the areas of management development. Traditional training methods are rightly being questioned and alternative approaches developed. This article describes one such alternative which is particularly valuable for training the marketing decision maker.