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The Third Edition of The Competitive Edge, edited and co-written by noted marketer Kathy King, provides essential information to help dieticians prepare for the future. More than 45 noted practitioners have contributed their expertise, giving dietetics professionals information, strategies, and tools to achieve professional success. This new edition is totally updated with new trends chapters, plus new chapters on customer service, marketing food and food services, selling, marketing sports dietetics and entering the complementary nutrition market, marketing a Website, selling a newspaper column, and becoming a consultant.
A companion Website offers supplemental information such as more extensive marketing plans, financial forms, and all the URLs mentioned in the book.
Opis
Foreword
Part I Introduction to Marketing
Part II Marketing
Part III Business Skills and Marketing Plan
9 Marketing Through Networking 10 Negotiating Agreements 11 Setting Prices and Fees 12 Marketing and Business Ethics 13 Promotion:: PR, Advertising, Websites, and Other Strategies 14 Pursuing the Potential of the 15 Writing a Marketing PlanPart IV Application to Practice
16 Marketing Healthy Food and the Food Industry 17 Marketing in Health Care:: Acute and Outpatient Settings 18 Marketing Wellness and Health Promotion 19 Marketing Dietetic TechniciansPart V Quick How to Reference
20 How to Sell 21 How to Market Nutrition in the Supermarket 22 How to Enter the Complementary Nutrition Market 23 How to Market Sports Dietetics 24 How to Market a Website 25 How to Market Yourself as a Speaker 26 How to Use a Book to Grow Your Career 27 How to Self-Publish and Market Your Book 28 How to Write a Marketing Brochure 29 How to Write a Resume, CV, and Bio 30 How to Write a Proposal 31 How to Obtain Publicity for Your Special Event 32 How to Write a Press Release 33 How to Write a Query or Pitch Letter 34 How to Develop a Press Kit 35 How to Market at Conventions and Trade Shows 36 How to Write Effectively to Physicians 37 How to Market a Newsletter 38 How to Create and Use Focus 39 How to Write a Nutrition Newspaper Column 40 How to Become a Consultant