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From The CriticsReviewer: 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.