The Complete Idiot's Guide to Marketing

Sarah White has just completed a second edition of her book, "The Complete Idiot's Guide to Marketing." In the revised edition, she profiles APH and APH member Anita Hecht's business - Life History Services. Throughout the book, White discusses the marketing challenges facing personal historians. Chapters include discussions of marketing strategies such as the use of market research, online marketing, direct mail, publicity, and the special sales skills required for selling professional services. The book, which includes insights into the future of personal history work based on current demographic trends, is due in bookstores in October 2003. White, the Madison, Wisconsin, based author and APH member, is a consultant for marketing and advertising and is adding a focus on personal history to her range of services.