Marketing your consulting or professional services / David Karlson

About This Book iv
Introduction
1 (101)
Take Stock of Where You Are Now
Key Management Functions For Success
3 (1)
Managing Your Professional Service Firm
4 (2)
What Are You Marketing?
Defining Your Business To Potential Clients
6 (3)
Mission Statement
9 (6)
Who Are Your Clients and Potential Clients?
Deciding Your Marketing Strategy
15 (1)
Clarify Your Marketing Strategy
16 (3)
Niches
Professional Practices Matrix
19 (1)
Important Questions About Your Practice
20 (4)
Client Driven Marketing Vs Seller Driven Marketing
Client Buying Considerations
24 (4)
Professional Image and Your Practice
28 (5)
Conducting Market Research For Your Firm
Obtaining Competitive Information
33 (3)
Analysis of Competitive Information
36 (2)
How to Reach Potential Clients
Marketing Tactics
38 (1)
Personal Marketing Tactics
39 (24)
Impersonal Marketing Tactics
63 (15)
Review Marketing Tactics Checklist
78 (2)
The Importance of Planning
Background on Planning
80 (1)
What is a Good Marketing Plan?
81 (2)
Developing Your Marketing Plan
Set Measurable Six Month Goals
83 (5)
Select Marketing Tactics
88 (9)
Develop Marketing Tactics Calendar
97 (2)
Implement, Monitor and Revise Your Plan Accountability
99 (3)
APPENDICES 102 (5)
A Research Study on Professional Service Marketing
103 (4)
B Abbreviated Marketing Plan Form
10