The Competitive Edge: Advanced Marketing for Dietetics Professionals Book

Foreword Mary Abbott Hess Hess, Mary Abbott

Pt. I Introduction to Marketing 1

1 Marketing in the New Millennium Kathy King King, Kathy 3

2 Trends: You, Food, and Health Care Kathy King King, Kathy 9

Pt. II Marketing 15

3 Marketing 101 Kathy King King, Kathy 17

4 Marketing You Evelyn Tribole Tribole, Evelyn Kathy King King, Kathy 27

5 Marketing a Service Kathy King King, Kathy Denice Ferko-Adams Ferko-Adams, Denice 35

6 Marketing a Product Kathy King King, Kathy 43

7 Customer Service Kathy King King, Kathy 49

8 Evaluating Your Competition Mindy G. Hermann Hermann, Mindy G. 55

Pt. III Business Skills and Marketing Plan 61

9 Marketing through Networking Sharon O'Melia Howard Howard, Sharon O'Melia 63

10 Negotiating Agreements Felicia Busch Busch, Felicia Julie Mattson Ostrow Ostrow, Julie Mattson 69

11 Setting Prices and Fees Elizabeth Hamilton Hamilton, Elizabeth Kathy King King, Kathy 75

12 Marketing and Business Ethics Mindy G. Hermann Hermann, Mindy G. Kathy King King, Kathy 83

13 Promotion: PR, Advertising, Websites, and Other Strategies Kathy King King, Kathy 89

14 Pursuing the Potential of the Media Mary Lee Chin Chin, Mary Lee Joan Horbiak Horbiak, Joan 103

15 Writing a Marketing Plan Kaye Jessup Jessup, Kaye Kathy King King, Kathy 113

Pt. IV Application to Practice 121

16 Marketing Healthy Food and the Food Industry Catharine Powers Powers, Catharine Mary Abbott Hess Hess, Mary Abbott Mary Kimbrough Kimbrough, Mary 123

17 Marketing Health Care: Acute and Outpatient Settings Chris Biesemeier Biesemeier, Chris 135

18 Marketing Wellness and Health Promotion Kathy King King, Kathy Jean Storlie Storlie, Jean 143

19 MarketingDietetic Technicians Kathy Petersen Petersen, Kathy 157

Pt. V Quick "How to" Reference 161

20 How to Sell Kathy King King, Kathy 163

21 How to Market Nutrition in the Supermarket Linda McDonald McDonald, Linda 169

22 How to Enter the Functional Medicine Nutrition Market Diana Noland Noland, Diana 179

23 How to Market Sports Dietetics Nancy DiMarco DiMarco, Nancy Patti Steinmuller Steinmuller, Patti 183

24 How to Market a Website Teresa Pangan Pangan, Teresa 189

25 How to Market Yourself as a Speaker Becky Dorner Dorner, Becky 195

26 How to Use a Book to Grow Your Career Nancy Clark Clark, Nancy 201

27 How to Self-Publish and Market Your Book Linda Hachfeld Hachfeld, Linda 205

28 How to Write a Marketing Brochure Tara Loskov Loskov, Tara 213

29 How to Write a Resume, CV, and Bio Michele M. Fairchild Fairchild, Michele M. 217

30 How to Write a Proposal Linda McDonald McDonald, Linda 225

31 How to Obtain Publicity for Your Special Event Sue Coodin Coodin, Sue 229

32 How to Write a Press Release Mona Boyd Browne Browne, Mona Boyd 233

33 How to Write a Query or Pitch Letter Neva Hudiburgh Cochran Cochran, Neva Hudiburgh 237

34 How to Develop a Press Kit Ameha Catakos Catakos, Ameha 241

35 How to Market at Conventions and Trade Shows Ruth B. Fischer Fischer, Ruth B. 243

36 How to Write Effectively to Physicians Linda Gay Gay, Linda 247

37 How to Market a Newsletter Betty Goldblatt Goldblatt, Betty 251

38 How to Create and Use Focus Groups Ruth B. Fucker Fucker, Ruth B. Savannah Helm Helm, Savannah 255

39 How to Write a Nutrition Newspaper Column Ceha Topping Topping, Ceha 259

40 How to Become a Consultant Mary Ann Hodorowicz Hodorowicz, Mary Ann 261

Index 267