List of Figures

PART ONE - Foundational Material

Part One presents a working definition of the client- centered marketing approach, explains major dimensions of the approach, introduces terms, highlights objectives and strategies, lists insights and lessons learned, and explains the client-centered marketing process model.
1 The Client-Centered Marketing Process
2 The Client-Centered Marketing Process Model

PART TWO - Marketing Factors Analysis

This section shows you how to handle the details involved in doing a major marketing factors analysis of your business.

3 Preparing for a Marketing Analysis of Your Current Business or Practice
4 Evaluating Your Current Clients
5 Evaluating Your Prospects in Hand
6 Managing Your Current Leverage Relationships
7 Sizing Up Your Services
8 Building Your Firm's Strategic Profile

PART THREE - Targets

This section focuses on your targets of opportunity and targets of attention. Targets represent the relationships and marketing factors that need your attention and, often, your action. Your goal in managing this element is to efficiently replenish and expand your desired target niche. Clients and others in this element represent your potential new business opportunities.

9 Managing Your Targets of Opportunity
10 Managing Your Targets of Attention
11 Managing Your Targets of Influence
12 Selecting an Industry for Special Attention

PART FOUR - An Insider's Understanding

Developing an insider's understanding of the niche involves getting client-smart about the working of the client's industry and market.
13 Developing an Insider's Understanding of the Industry
14 Developing an Insider's Understanding of Your Niche's Market
15 Selecting Needs You Can Meet with Available Resources

PART FIVE - Serving the Niche

This section is all about organizing to serve the niche marketing systems.

16 Building Marketing into the Fabric of the Firm
17 Building a Responsive Marketing Organization
18 Building Your Marketing Information System
19 Preparing Value-Adding Solutions

PART SIX - Developing and Codifying Your Marketing Processes

Part Six identifies a marketing process as a set of systems, decisions, and actions designed to deliver a component of strategic value in which inputs are converted into value-added outputs. Areas covered include building and maintaining a favorable awareness, acquisition of new revenue, and the satisfaction process.

20 Positioning Your Business
21 Building Your Firm's Intended Image
22 Speaking to Targeted Groups
23 Writing That Works
24 Tapping the Local Press
25 Leveraging Your Memberships in the Niche's Organizations
26 Expanding Services to Current Clients
27 Prospecting for High-Potential New Clients
28 Selling the Value-Adding Solution
29 Preparing a Winning Proposal
30 Ensuring Client Satisfaction

PART SEVEN - Managing the Client-Centered Marketing Process

This section discusses the importance of strategic thinking presents the authors' personal strategic plans and summarizes key client-centered points.

31 Developing Your Strategic Plan
32 Wrapping ItAII Up

Bibliography

Glossary

Appendix A The Standard Industrial Classification (SIC) Code System

Appendix B A Sampling of Industry Professional Small Business and Trade Associations

Index

About the Authors

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