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Chapter 1. Make up Your Mind: Hawk, Dove or Ostrich
Chapter 2. Nurturing the Change
Chapter 3. Retreating into Your Future
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
Chapter 8. Maintaining Productive Client Relationships
Chapter 9. Using the Communication Tools
Chapter 10. Engaging in Personal Contact
Chapter 11. Marketing Concepts for the Future
"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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Ashridge House 
