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Bookshelf
| A
Crash Course in Marketing
by David H. Bangs and Andi Axman
Laurie Kretchmar says:
Covers the basics such as determining your customer base,
positioning your company, growing it, plus helping you think
about such things as why certain clients are your favorites.
It cuts to the chase. |
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| Free
Agent Nation
by Daniel H. Pink
Laurie Kretchmar says:
Daniel Pink explains the rise of free agents, which he defines
as soloists (aka independent consultants), temps and microbusinesses.
Each chapter has a concise summary of highlights, statistics
and quote. Pink also discusses the challenges of being a free
agent, including dealing with health insurance, taxes and
zoning. |
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Getting
Started in Consulting
by Alan Weiss, PhD
Laurie Kretchmar says:
He covers the basics such as how to finance a consulting practice,
write strong proposals and set fees (he's a big proponent
of "value pricing" and, in fact, believes it's far
smarter than charging by the hour). Highly recommended! Weiss's
web site: http://www.summitconsulting.com |
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Soloing
by Harriet Rubin
Rosemary Brisco says:
Rubin covers the trials and tribulations of going it alone
from the financial to the life changes that occur during this
process. You'll find more about what led the author to becoming
a consultant, than the normal guidebook "3 easy steps"
to becoming a consultant that you might expect. |
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Guerrilla
Marketing Handbook
by Jay Levinson and Seth Godin
Laurie Kretchmar says:
Good but very thick, over-sized book on how to handle various
types of marketing including advertising, direct mail, trade
shows and how-to's for each. Some might find it handy as a
resource. |
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Marketing
Management - The Millennium Edition
by Philip Kotler
Laurie Kretchmar says:
Considered the bible of marketing, this is a serious, comprehensive
classical book. Good as an academic overview of advertising,
sales promotion and public relations but other books such
as A Crash Course in Marketing cut to the chase with practical
ideas that may be far more relevant to independents. |
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Other book-related resources
Excellent books from Nolo
Press on the legals ins-and-outs of setting up and running a
business
For good books to read in a discussion group or on your own, check
out Bookmuse, started by
a Bay Area book discussion leader.
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