Towards Marketing the Training Function, Fart II: Making Marketing Decisions

The first part of this article concluded with an intention to pursue the implications for action of adopting a marketing perspective on training. In this second part, we propose, then, to consider, firstly, the practical consequences of marketing training as a service rather than a good. Following this, we will explore more widely a framework for these and other marketing decisions that a training professional may assemble, organise and implement towards marketing his/her training function.