Practice Development:
Creating A Marketing Mindset


Introduction: The Slight Edge Principle

Part I: Mindset in Motion

Chapter 1. Make up Your Mind: Hawk, Dove or Ostrich
Chapter 2. Nurturing the Change
Chapter 3. Retreating into Your Future

Part II: Mind Your Strategy

Chapter 4. Competition: Let's Face it
Chapter 5. Visioning Your Preferred Future
Chapter 6. Building a Strategic Game Plan
Chapter 7. Changing the Rules of the Game

Part III: Mind Your Marketing Manner

Chapter 8. Maintaining Productive Client Relationships
Chapter 9. Using the Communication Tools
Chapter 10. Engaging in Personal Contact

Part IV: Mindset Fastforward

Chapter 11. Marketing Concepts for the Future

Advance Praise

"Your book will give firms the potential to differentiate themselves from their competition in the eyes of their clients in ways that are recognizable, meaningful and valued by those clients. The down to earth writing style, the checklist for introducing these concepts and the commonsense application of leading-edge management philosophies will recommend this book to everyone attempting to improve their firm's impact."
Ross Guest, First Vice-President and General Counsel, Avco Financial Services

"A North American view of the marketing of professional services relevant to U.K. firms; essential reading for all managing partners everywhere."
William Blackburn, Chairman, International Committee - U.K. Law Society

"This book teaches an important lesson: more than anything else, marketing is a frame of mind - a way of life in your firm. For this reason alone it deserves to be called 'the thinking professional's marketing book'".
Milton Zwicker, managing partner, Zwicker Evans & Lewis

"This extremely well done book is a real asset for the marketing of every firm. I recommend it very strongly."
Bernard Corbeil, managing partner, de Grandpre Godin

"Defining marketing as simply letting the right people know that you can provide what they need, Gerald Riskin and Patrick McKenna show that the building of a better, more profitable practice can be achieved incrementally, by adopting attitudes, approaches, techniques and strategies, as well as through specific projects such as brochures and newsletters which require careful judgement and sustained effort. Whether you prefer small steps or giant leaps, this book illuminates the complete landscape of firm activity and opportunity."
Sholto Hebenton, Chairman, McCarthy & McCarthy

International Recognition:

"One of the top ten books that any professional services marketer should have on their bookcase."
Professional Marketing Journal - 1995


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