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.
