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Marketing training services / Ian Linton.
Lippincott Library HF5415 .L5184 1997
Available
- Format:
- Book
- Author/Creator:
- Linton, Ian.
- Language:
- English
- Subjects (All):
- Marketing.
- Employees--Training of--Marketing.
- Employees.
- Education--Marketing.
- Education.
- Employees--Training of.
- Physical Description:
- x, 210 pages ; 25 cm
- Place of Publication:
- Hampshire, England ; Brookfield, Vt., USA : Gower, [1997]
- Contents:
- Part I The training marketplace
- 1 The role of marketing 3
- 2 The demand for training 11
- 3 The providers 23
- 4 Researching the market 39
- 5 Who buys training services? 53
- 6 Using a database 63
- Part II Marketing methods
- 7 Communicating with customers 75
- 8 Communicating training capability 81
- 9 Communicating course information 89
- 10 Advertising, direct marketing and product information 97
- 11 Seminars and presentations 113
- 12 Integrated marketing communications 121
- Part III Building relationships
- 13 Encouraging participation 133
- 14 Developing new products 143
- 15 Extending training services 159
- 16 Strengthening customer relationships 169
- 17 Improving customer service 179
- Part IV Managing the marketing process
- 18 Marketing management 189
- 19 The marketing plan 199.
- Notes:
- Includes index.
- ISBN:
- 0566075490
- OCLC:
- 36252837
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