The Marketing Man's Image of Himself and his Work Relationships

Provides a portrait of the marketer compared with other groups. Says it is clear that marketing people see themselves primarily as people who need or require considerable supervisory ability, a high degree of self actualisation, the ability to use a high degree of initiative, and who are prepared to forgo security in order to achieve objectives. Uses a study from a questionnaire with 64 pairs of adjectives which managers chose as best descriptive of themselves – 791 managers responded, of which 103 were marketing managers. Uses figures for explanation of the results. Sums up that marketing people see themselves first as needing or requiring considerable supervisory ability.