“For anyone who has had a great service or product, you learn painfully fast that it’s the marketing that makes it viable. This book is a great ‘how to’ in making marketing easier and more engaging than you thought possible. I have been a client of ebb associates for years and have personally experienced these ‘tips.’ The actionable tips in this book make ebb stand out from the crowd.” —Shirley Krsinich, executive and management talent consultant, American Family Insurance | 3/24/03 1:24 PM Page i About Pfeiffer Pfeiffer serves the professional development and hands-on resource needs of training and human resource practitioners and gives them products to do their jobs better. We deliver proven ideas and solutions from experts in HR devel- opment and HR management, and we offer effective and customizable tools to improve workplace performance. From novice to seasoned professional, Pfeiffer is the source you can trust to make yourself and your organization more successful. Essential Knowledge Pfeiffer produces insightful, practical, and comprehensive materials on topics that matter the most to training and HR professionals. Our Essential Knowledge resources translate the expertise of seasoned professionals into practical, how-to guidance on critical workplace issues and problems. These resources are supported by case studies, worksheets, and job aids and are frequently supplemented with CD-ROMs, websites, and other means of making the content easier to read, understand, and use. Essential Tools Pfeiffer’s Essential Tools resources save time and expense by offering proven, ready-to-use materials—including exercises, activities, games, instruments, and assessments—for use during a training or team-learning event. These resources are frequently offered in loose-leaf or CD-ROM format to facilitate copying and customization of the material. Pfeiffer also recognizes the remarkable power of new technologies in ex- panding the reach and effectiveness of training. While e-hype has often cre- ated whizbang solutions in search of a problem, we are dedicated to bringing convenience and enhancements to proven training solutions. All our e-tools comply with rigorous functionality standards. The most appropriate technology wrapped around essential content yields the perfect solution for today’s on-the- go trainers and human resource professionals. Essential resources for training and HR professionals 3/24/03 .
