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THE CHARTERED INSTITUTE OF ARBITRATORS

EAST ANGLIA BRANCH

CHELMSFORD EVENING MEETING
WEDNESDAY, 13 NOVEMBER 2002
7.00PM FOR 7.30PM

Location: The County Hotel, Chelmsford
(click here for directions)

"Marketing Matters"
What it is, what it can do and what makes it effective

Speaker: Patrick Forsyth

Joint Event with the Chartered Institute of Marketing

This evening will look at marketing and the way it can act to promote a professional service. Issues reviewed will include:

• Marketing demystified – what it is and how it works
• The special nature of professional services and how this affects their successful marketing
• The market – competition, clients and client expectations
• Planning what to do and when to do it
• Making it effective: how the various marketing techniques work, selecting and deploying the right mix and maximising effectiveness (and working with small budgets)
• The link between marketing and sales, service and systems.

The emphasis will be on practical guidelines and techniques that work in this sector and for small businesses, exemplified by example.

Patrick Forsyth runs Touchstone Training & Consultancy based in Essex. He is involved in developing marketing and management effectiveness and has specific experience of working with a variety of professional service firms, large and small in this country and overseas. He is the author of a number of successful management books including Marketing Professional Services (Kogan Page/Institute of Directors), and writes regularly on business issues for a number of journals, including for Professional Marketing, which focuses exclusively on professional services.

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