Shan Preddy is a management and communications consultant specializing in the design sector: her new book is written for design consultancies of any size and any discipline. It not only provides an immensely helpful and sensible introductory guide for anyone starting off in business but also explains and evaluates many useful new techniques for experienced design professionals. Taking a highly practical approach, the book divides into two parts: The Principles and The Practice. Part 1 takes you step by step through the process of developing an effective marketing strategy and implementation plan. Each chapter ends with activities to help you apply the principles to your own company in order to develop the best marketing strategy. Contributions from leading UK design advisers include advice on selling services abroad, understanding the client perspective and creating relationships with the media.
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