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Implementing E-Learning by Lance Dublin, Jay Cross

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Determining What to Communicate

In the previous chapter, you clarified your overall mandate. With those objectives in mind, it’s time to go to work on marketing.

Next, you’re going to put on your market research director hat to assess your customers and prospects, the reputation of past efforts, the current situation in your company, challenges to overcome, and the greater environment outside. That’s the topic of chapter 5.

In future chapters, you’ll draw on your research as you morph into a marketing designer. You’ll assess the payback of various segmentation schemes. You’ll position your product vis-à-vis its competition. You’ll paint the big picture.

You’ll then think like a marketing executive as you put together the optimal combination ...

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