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The Do-able Marketing Plan: Business Survival for the '90s.

by Adrienne Zoble, Adrienne Zoble Advertising, Inc., 933 Washington Avenue, Green Brook, NJ 08812, $49.70.

This 7 5 -page workbook provides a step-by-step approach to developing succinct, workable and effective marketing plans. Among the objectives of the book is to help busy practitioners create individualized strategies to market their services to a wider audience. Among the things to concentrate on, according to the guide, is networking. "Owners of businesses and practices pay dues to chambers of commerce and other business and professional associations, but they don't capitalize on their memberships. Consider the referral possibilities - and the dues have already been paid," the author says. The workbook outlines how business owners can make themselves have higher visibility in their specific industry. Another topic discussed is public relations. The author encourages professionals to take the opportunity to speak at schools, meetings or civic organizations where they can further widen their audience. Using your expertise to benefit a non-profit organization is another possibility. For any business-person with the desire to expand marketing options, this book provides a number of possibilities.
COPYRIGHT 1991 National Society of Public Accountants
No portion of this article can be reproduced without the express written permission from the copyright holder.
Copyright 1991 Gale, Cengage Learning. All rights reserved.

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Publication:The National Public Accountant
Article Type:Book Review
Date:Jul 1, 1991
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