Personal marketing for professionals
by Allan Boress and Michael Cummings.
- New Delhi : Macmillan, 2005.
- 475 p.
Table of Contents: Introduction Chapter 1. Introduction Chapter 2. The biggest mistakes professional make in marketing their services Chapter 3. What 'marketing' is and how it differs from selling Section 1: Personal marketing strategy Chapter 4. Lessons from the best business generators in the professions Chapter 5. How to focus on your best opportunities: defining your personal marketing strategy Chapter 6. The art of marketing to your existing clients Chapter 7. Building powerful marketing alliances Chapter 8. A systematic approach that guarantees quality referrals Chapter 9. Developing productive relationships through effective network Section 2: Executing marketing programs that make money Chapter 10. Building your personal reputation through public speaking Chapter 11. Building your reputation by writing articles and getting published Chapter 12. The ultimate form of personal marketing: writing the book Chapter 13. Multiplication marketing: conducting seminars that sell business Chapter 14. Executing a direct or e-mail campaign that produces results Chapter 15. Press releases: additional ammo in your marketing arsenal Chapter 16. Using newsletters as effective marketing tools Chapter 17. How to create brochures and written materials that sell Chapter 18. Using the telephone as a marketing tool Chapter 19. Creating advertising that makes money Chapter 20. Marketing on the web Chapter 21. Marketing your firm at trade shows Chapter 22. How to create a brand that gets clients in the door Chapter 23. Getting help from outside experts Section 3: Marketing management Chapter 24. How to start or reinvigorate your firm's marketing function Chapter 25. How to create a powerful, effective marketing plan for your firm Appendix