title: Positioning your business in the marketplace.
abstract: Marketing the quality, cost-effective service delivered by advanced practice nurses (APNs) requires savvy in marketing principles. The basic principles of market segmentation: target (niche) marketing; and the four Ps of marketing mix--product, price, promotion, and place. The marketing process is presented along with examples. APNs' ability to successfully market their skills requires that they "position" themselves in the prospective buyer's mind. After a brief description of the customer's mind-set, the focus shifts specifically to promotion--marketing in action. Numerous no-cost/low-cost ideas are included.
authors.affiliation: V.L. Associates, Philadelphia, Pennsylvania, USA.
authors.forename: V D
authors.initials: VD
authors.lastname: Lachman
mesh_terms: D003132:Commerce; D006801:Humans; D008389:Marketing of Health Services; D009720:Nurse Clinicians / Q000191:economics*; D009722:Nurse Practitioners / Q000191:economics*; D011331:Private Practice / Q000458:organization & administration*