Marketing Your Services

Honk If You Hate Marketing: You Don't Have to Become a Huckster. Meaning Business: How to Get and Stay Focused. Your Most Important Task: Defining Your Mission so that Everyone Knows Exactly What You Do. Zeroing In: Finding Your Natural High-Opportunity Market. Standing Out from the Crowd: The Relationship Strategy for Differentiating Your Services. Laser-Like Alignment: The Secret Ingredient in Effective Marketing. Money Matters: "We Lose Money on Each of These, but We Make It Up in Volume." Building Your Marketing Machine: Turning Prospects into Customers. Building Your Marketing Machine: Your Marketing Information System. Packaging for Maximum Benefit: What to Do Before You Print the Brochures. Presentation: "What Exactly Is the Sizzle in Actuarial Auditing?" Getting the Word Out: Networking, Seminars, and Other Low-Cost Tactics for Promoting New Business. The Media Message: "Does It Really Pay to Advertise?" Selling without Fear and Loathing: How to Make Selling a Non-Event and Still Succeed. Staying Alive: What to Do When You Need Business Now. Success and Beyond: Keeping Marketing Alive in a Large or Growing Firm. Resources. Index.

About the author ANTHONY O. PUTMAN has spent 20 years as a consultant specializing in helping businesses (including IBM, Bell Labs, and Peat Marwick) align their services with their markets. Dr. Putman holds his doctorate in psychology and is listed in Who's Who in Finance and Industry.