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Doody's Review ServiceReviewer: G. John Benson, DVM, MS (University of Illinois College of Veterinary Medicine)
Description: This softcover book is the second in a planned series of marketing monographs for a veterinary practice.
Purpose: The purpose is to present and discuss marketing of the veterinary practice. The premise is that marketing is a long-term approach to client education, improved communication, and increased compliance with recommendations, leading to better patient care and greater satisfaction for the veterinarian and client.
Audience: The book is aimed at practicing veterinarians but is valuable recommended reading for the veterinary student aspiring to clinical practice — private or institutional.
Features: Included are chapters on marketing techniques, publicity and promotion, competition from superstores, internal and external marketing, analysis of a marketing idea, and successful selling.
Assessment: The contents draw heavily on the author's personal observations and experience (both good and bad) with marketing his own practice. This first-hand experience and analysis lends credibility and practicality to the ideas presented. This easy-to-read, well-reasoned approach to developing a service-oriented, market-driven practice will be a valuable addition to the veterinarian's management library. It is sure to be thought-provoking and helpful.