Marketing and the generalist manager

Date of publication: June 1, 1976


The Australian Administrative Staff College was established in 1957 and provides residential courses for managers from both the private and public sectors. Its main objective is to prepare individuals for further responsibility and its participants are covered by two courses. The task of The Australian Administrative Staff College is to equip middle to senior level managers and also specialists for the broader role of generalist management as they progress up their organisations. This paper explores the needs of these people; the influences of their environment on the way they manage; briefly sets out the philosophies and methods of the College; and relates this to the marketing decision maker.

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