The Competitive Edge: Advanced Marketing for Dietetics Professionals / Edition 3

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Overview

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.

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Editorial Reviews

Doody's Review Service
Reviewer: Amy Hess-Fischl, MS, RD, LDN, BC-ADM, CDE (University of Chicago Medical Center)
Description: This book outlines marketing techniques dietitians need to use to be more successful in their practice. The previous edition, published in 1995, has been out of print since 2001.
Purpose: The main intention is to provide dietitians with the necessary tools to advance their practices by improving their business and marketing skills. The American Dietetic Association supports the mission to teach dietitians skills for continued growth and success in the profession. The book accomplishes this goal as a good introductory resource for business skills, relating current trends and market conditions.
Audience: Although intended for dietitians marketing nutrition, some of the basic skills to set up and market a business could be useful to others in small business. The author is a registered, licensed dietitian recognized in her profession as an expert. More than 60 other dietitians contribute their expertise as chapter authors and provide case studies.
Features: The book does an excellent job of laying out the basic skills to set up and market a business. It uses an easy to read format, with chapters that include case studies with specific examples, coaching tips, and sample forms. It also explores current market trends and conditions where dietitians have an opportunity to expand their practice.
Assessment: Overall, this book provides useful information about basic business and marketing approaches specifically for registered dietitians to advance their role in today's nutrition market. The how-to sections with specific case studies are particularly useful. This edition takes into consideration advancing technology, while looking at the current marketing and business trends.
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Product Details

  • ISBN-13: 9780781798969
  • Publisher: Lippincott Williams & Wilkins
  • Publication date: 2/9/2009
  • Edition description: Third
  • Edition number: 3
  • Pages: 400
  • Product dimensions: 8.30 (w) x 10.80 (h) x 0.40 (d)

Table of Contents

Foreword

Part I Introduction to Marketing

  • 1 Marketing in the New Millennium
  • 2 Trends: You, Food, and Health Care
  • Part II Marketing

  • 3 Marketing 101
  • 4 Marketing You
  • 5 Marketing a Service
  • 6 Marketing a Product
  • 7 Customer Service
  • 8 Evaluating Your Competition
  • 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 Plan
  • Part 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 Technicians
  • Part 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
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