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Implementing E-Learning by Lance Dublin, Jay Cross

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Chapter 9. Sustaining Your Marketing and Implementation Efforts

It’s one thing to launch a successful marketing campaign and implementation program. That, in some ways, is the easy part. Renewing the inaugural excitement, keeping spirits up, and sustaining success is what’s tough. From a marketing perspective, sustaining success requires exceeding learners’ expectations. Instructors, mentors, designers, developers, and anyone else administering e-learning must have the spirit and desire to put long-term learner/customer benefits above all else. From a change management perspective, sustaining success requires that the organization move toward institutionalizing e-learning, making it a part of the very fabric of everyday work life.

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