Contributors

v

Forward   Mary/Abbott Hess, LHD, MS, RD, LD, FADA

ix

About the Editor

xi

Preface

xiii

PART I

INTRODUCTION TO MARKETING

1

1

Marketing in the New Millennium   Kathy King, RD, LD

3

2

Trends: You, Food, and Health Care   Kathy King, RD, LD

9

PART II

MARKETING

15

3

Marketing 101   Kathy King, RD, LD

17

4

Marketing You   Evelyn Tribole, MS, RD, and Kathy King, RD, LD

27

5

Marketing a Service   Kathy King, RD, LD, and Denice Ferko-Adams, RD

35

6

Marketing a Product   Kathy King, RD, LD

43

7

Customer Service   Kathy King, RD, LD

49

8

Evaluating Your Competition   Mindy C. Hermann, MBA, RD

55

PART III

BUSINESS SKILLS AND MARKETING PLAN

61

9

Marketing through Networking   Sharon O'Melia Howard, MS, RD, CDE, FADA, LDN

63

10

Negotiating Agreements   Felicia Busch, MPH, RD, and Julie Mattson Ostrow, MS, RD

69

11

Setting Prices and Fees   Elizabeth Hamilton, RD, and Kathy King, RD, LD

75

12

Marketing and Business Ethics   Mindy C. Hermann, MBA, RD, and Kathy King, RD, LD

83

13

Promotion: PR, Advertising, Websites, and Other Strategies   Kathy King, RD, LD

89

14

Pursuing the Potential of the Media   Mary Lee Chin, MS, RD, and Joan Horbiak, MS, RD

103

15

Writing a Marketing Plan   Kaye Jessup, MS, RD, and Kathy King, RD, LD

113

PART IV

APPLICATION TO PRACTICE

121

16

Marketing Healthy Food and the Food Industry   Catharine Powers, MS, RD, LD, Mary Abbott Hess, LHD, MS, RD, LD, FADA, and Mary Kimbrough, RD, LD

123

17

Marketing Health Care: Acute and Outpatient Settings   Chris Biesemeier, MS, RD, LDN, FADA

135

18

Marketing Wellness and Health Promotion   Kathy King, RD, LD, and Jean Storlie, MS, RD

143

19

Marketing Dietetic Technicians   Kathy Petersen, DTR, MD

157

PART V

QUICK “HOW TO” REFERENCE

161

20

How to Sell I   Kathy King, RD, LD

163

21

How to Market Nutrition in the Supermarket   Linda McDonald, MS, RD, LD

169

22

How to Enter the Functional Medicine Nutrition Market   Diana Noland, MPH, RD, CCN

179

23

How to Market Sports Dietetics   Nancy DiMarco, PhD, RD, CSSD, LD, and Patti Steinmuller, MS, RD, CSSD, LN

183

24

How to Market a Website   Teresa Pangan, PhD, RD, LD

189

25

How to Market Yourself as a Speaker   Becky Dorner, RD, LD

195

26

How to Use a Book to Grow Your Career   Nancy Clark, MS, RD, CSSD

201

27

How to Self-Publish and Market Your Book   Linda Hachfeld, MPH, RD

205

28

How to Write a Marketing Brochure   Tara Liskov, MS, RD

213

29

How to Write a Resume, CV, and Bio   Michele M. Fairchild, MA, RD, LDN, FADA

217

30

How to Write a Proposal   Linda McDonald, MS, RD, LD

225

31

How to Obtain Publicity for Your Special Event   Sue Coodin, MS

229

32

How to Write a Press Release   Mona Boyd Browne, MS, RD

233

33

How to Write a Query or Pitch Letter   Neva Hudiburgh Cochran, MS, RD, LD

237

34

How to Develop a Press Kit   Amelia Catakis, MBA, RD

241

35

How to Market at Conventions and Trade Shows   Ruth B. Fischer, MS

243

36

How to Write Effectively to Physicians   Linda Cay, MS, RD

247

37

How to Market a Newsletter   Betty Goldblatt, MPH, RD

251

38

How to Create and Use Focus Groups   Ruth B. Fischer, MS, and Savannah Helm, BBA

255

39

How to Write a Nutrition Newspaper Column   Celia Topping, MNS, RD, CDE

259

40

How to Become a Consultant   Mary Ann Hodorowicz, RD, LDN, MBA, CDE

261

Index

267