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Successful Private Practice In The 1990s by Ralph H. Earle, Joan Kaye Beigel

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Mapping Your Success: Marketing Plans and Specialties

Professionals are in the advantageous position of being able to market themselves as experts and consultants and less like individuals with something to sell. In the preceding chapter, we hope that we convinced you that “marketing-is-survival” for the business. In this chapter, we address the components of a marketing plan and examine how they work. In addition, we discuss the marketing aspects of specialization—the why and the how-to—using examples from a variety of specialties: sports psychology, spirituality, and childhood trauma therapy. We also discuss the relation of developing a specialty ...

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