Marketing Training Services

by Linton,Ian

• ISBN13: 9780566075490
• ISBN10: 0566075490
• Format: Hardcover
• Copyright: 1997-10-28
• Publisher: Routledge

Summary

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

List of tables	vii	(2)
Preface	ix
Part I The training marketplace	3	(72)
1 The role of marketing	3	(8)
2 The demand for training	11	(12)
3 The providers	23	(16)
4 Researching the market	39	(14)
5 Who buys training services?	53	(10)
6 Using a database	63	(12)
Part II Marketing methods	75	(58)
7 Communicating with customers	75	(6)
8 Communicating training capability	81	(8)
9 Communicating course information	89	(8)
10 Advertising, direct marketing and product information	97	(16)
11 Seminars and presentations	113	(8)
12 Integrated marketing communications	121	(12)
Part III Building relationships	133	(56)
13 Encouraging participation	133	(10)
14 Developing new products	143	(16)
15 Extending training services	159	(10)
16 Strengthening customer relationships	169	(10)
17 Improving customer service	179	(10)
Part IV Managing the marketing process	189	(20)
18 Marketing management	189	(10)
19 The marketing plan	199	(10)
Index	209