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Marketing that works : how entrepreneurial marketing can add sustainable value to any sized company

Author: Leonard M Lodish; Howard Lee Morgan; Shellye Archambeau
Publisher: Upper Saddle River, N.J. : Wharton School Pub., 2007.
Edition/Format:   eBook : Document : EnglishView all editions and formats
Summary:

Marketing That Works" introduces breakthrough marketing tools, tactics, and strategies for differentiating a company around key competencies, insulating against competitive pressures, and driving  Read more...

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Material Type: Document, Internet resource
Document Type: Internet Resource, Computer File
All Authors / Contributors: Leonard M Lodish; Howard Lee Morgan; Shellye Archambeau
ISBN: 9780132390750 0132390752
OCLC Number: 123904773
Description: 1 online resource.
Contents: Introduction --
Marketing-driven strategy to make extraordinary money --
Generating, screening, and developing ideas --
Entrepreneurial pricing- an often-misused way to garner extraordinary profits --
Distribution/channel decisions to solidify sustainable competitive advantage --
Product launch to maximize product/service lifetime profitability --
Entrepreneurial advertising that works- vaguely right or precisely wrong? --
How to leverage public relations for maximum value --
Sales management to add value --
Marketing-enabled sales --
Entrepreneurial promotion and viral marketing to maximize sustainable profitability --
Marketing resource deployment and allocation- the Alloc software --
Entrepreneurial marketing for hiring, growing, and retaining employees --
Marketing for financing activities --
Building strong brands and strong companies --
Index.
Responsibility: by Leonard M. Lodish, Howard L. Morgan, Shellye Archambeau.

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Reviewed in 2007oct CHOICE. Drawing on their combined expertise in marketing and business development, the authors (academics and business professionals) focus on the "entrepreneurial marketing Read more...

 
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