Chapter 9. Marketing of Technical Training
IN THIS CHAPTER WE EXPLAIN the importance of marketing technical training. We highlight several "hurdles" the technical training organization may have to overcome before marketing activities can be successful. Once these are overcome, marketing principles that are of particular importance to technical training are presented, including describing the value proposition, defining the market, differentiating products and services, and branding technical training. In addition, common sense marketing practices apply equally well to all types of training. These involve using emotional drivers to market training and making engagement with the training organization easy.
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