Marketing Your Business

This chapter describes practices that need to be refined to make a successful marketing of a business. There are thousands of marketing resources available, including books, websites, and professional consultants. The first step in any plan is to determine your target market. While a joint program means one has to share the exposure, developing a program with multiple professionals not only leverages your marketing budget, it helps position the program as a public event rather than simply firm's marketing vehicle. Most of the senior advisers have built excellent relationships with the media and have used those relationships to gain credibility and expand their businesses. A good marketing plan will maximize strengths, compensate for weaknesses, take advantage of opportunities, and minimize threats.