TRAINING NEEDS ANALYSIS — A MARKETING VIEWPOINT

Abstract

For far too long, trainers have considered excellence in course design and presentation to be the “be all and end all” of training and development responsibilities. We have to break out of this comfortable cocoon of pleasant mythology and see training as it really is. Training is a service industry, depending upon customer satisfaction for its survival! Following well‐established business principles, the first step in gaining customer satisfaction is to identify customer needs and, by and large, trainers do this task inadequately.

Citation

Smith, B. and Delahaye, B. (1988), "TRAINING NEEDS ANALYSIS — A MARKETING VIEWPOINT", Journal of European Industrial Training, Vol. 12 No. 2, pp. 8-12. https://doi.org/10.1108/eb014244