While conferences and seminars are the first choice both for
practical tips and motivation, more managers than senior executives selected these as the best sources of practical tips or of inspiration and motivation. More managers than senior executives also
see reading books and online research as the best sources of guidance for performing their jobs better.
The choice of conferences, seminars, and reading books indicates that in the consumer-focused business environment of today,
more executives and managers should be focused externally. Conferences and seminars often allow attendees to mingle with their
peers in other companies or even industries and to hear marketrelated information from speakers. They also provide an opportunity to increase networking within an industry, association, or peer