The Competitive Edge.
The Competitive Edge
Publication Date: 2009
Availability: In Stock
ISBN/ISSN: 9780781798969


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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Kathy King RD, LD
Private Practitioner, Author, Speaker, Publisher, Lake Dallas, TX

Edition: 3
ISBN/ISSN: 9780781798969
Product Format: Softbound
Trim Size: 8.375 x 10.875
Pages: 400
Pub Date: 2009
Weight: 1.3


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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