Review of Business Comes to the Expert: A Proactive Marketing Plan for Professional Practice Firms by Brenda Richards and Kathleen SoldatiBusiness Comes to the Expert: A Proactive Marketing Plan for Professional Practice FirmsGreenway Communications9780978555252$39

The premise of Business Comes to the Expert is simple: firms that learn to actively and creatively collect and manage company knowledge and disseminate it in the AEC marketplace can build their reputations as the go-to experts. When this concept is properly executed, business finds your firm, or at the very least, it shows you how you can generate marketing opportunities rather than wait for them to come along. From the beginning, the book concentrates on proactive marketing rather than the reactive marketing approach of replying to advertised needs or requests for proposals RFPs . Following this approach, you quickly realize that every firm activity has some value as a marketing activity if you know how to use it to its best advantage. Authors Brenda Richards and Kathleen Soldati, a duo of experienced marketing professionals, outline a practical, nononsense approach to business development. Expert is not an academic textbook, but rather a step-by-step marketing handbook for developing new business, specifically focusing on the building industry. Brenda Richards’s career in design firm administration and management is extensive, and she has contributed to publications produced by the Society for Design Administration SDA and the American Institute of Architects AIA . Kathleen Soldati is an innovative professional with significant marketing and public relations expertise who is currently teaching a course on marketing strategies for design firms at Boston Architectural College. Expert has its own companion Web site at http://www. greenway.us/expertbook, which contains a detailed experience profile on each of the authors, more information on the content of the book, links to related information, and downloadable versions of the tables and spreadsheets discussed subsequently. In typical “get down to business” fashion, the book doesn’t start with a formal table of contents but provides an annotated chapter-by-chapter contents description in the introduction chapter 1 . A brief summary of the chapter contents follows:

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