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List of contents
Part I The Training Marketplace: The role of marketing; The demand for training; The providers; Researching the market; Who buys training services?; Using a database. Part II Marketing Methods: Communicating with customers; Communicating training capability; Communicating course information; Advertising, direct marketing and product information ; Seminars and presentations; Integrated marketing communications. Part III Building Relationships: Encouraging participation ; Developing new products; Extending training services; Strengthening customer relationships; Improving customer service. Part IV Managing the Marketing Process: Marketing management; The marketing plan; Index.
About the author
Ian Linton is a consultant and writer with extensive experience in marketing professional services. He is the author of more than 20 business books.
Summary
Ian Linton’s book shows how to use modern marketing and communication techniques to increase current course uptake, win support for future activity and build long-term relationships with customers and trainees. The emphasis throughout is on the practical, with checklists, worked examples and case histories from a wide range of market sectors.
Additional text
'... a very welcome addition to training literature and fills a long overdue gap. All those involved with training and development should find supportive advice and practical applications from this book.' IT Training
