MARKETING TRAINING NEEDS: ARE TECs MAKING THE CONNECTION?

Abstract

The introduction of Training and Enterprise Councils (TECs) represents a unique opportunity to promote the “skills revolution” initiative of the CBI (in partnership with the Government) and the broader service framework for small business organizations. Describes some preliminary research which seeks to provide an indication of the cumulative effect of national and local TEC marketing initiatives on small business firms in the Sheffield area. Takes an early look at the issue around the question of TECs′ success. Findings indicate that, although general awareness about TECs is low among small business organizations, those who have used a TEC service have experienced satisfactory and quality service encounters. However, TEC marketing campaigns have been less than totally effective, to date, and more attention needs to be paid to the issues of target market‐related needs, attitudes, and promotional strategies.

Citation

Richardson, B., Montanheiro, L., Nwankwo, S. and Ashcroft, J. (1993), "MARKETING TRAINING NEEDS: ARE TECs MAKING THE CONNECTION?", Industrial and Commercial Training, Vol. 25 No. 4. https://doi.org/10.1108/00197859310039870