Ian Linton’s book is designed to help both corporate training departments and specialist training organizations. It 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 author first analyses the marketplace for training services. He goes on to review the main marketing methods, including advertising, direct mail and seminars, and explains how to determine and apply the most appropriate mix as part of an integrated approach. He then deals with developing and maintaining productive relationships with the parties involved and finally advises on managing the marketing process. The emphasis throughout is on the practical, with checklists, worked examples and case histories from a wide range of market sectors.
Table 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.
Ian Linton is a consultant and writer with extensive experience in marketing professional services. He is the author of more than 20 business books.
'... 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