| Description |
1 online resource |
| Bibliography |
Includes bibliographical references and index. |
| 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. |
| Summary |
"Marketing That Works introduces breakthrough marketing tools, tactics, and strategies for differentiating yourself around key competencies, insulating against competitive pressures, and driving higher, more sustainable profits." "From pricing to PR, advertising to viral marketing, this book's techniques are relentlessly entrepreneurial: designed to deliver results fast, with limited financial resources and staff support. They draw on the authors' decades of research and consulting, their cutting-edge work in Wharton's legendary Entrepreneurial Marketing classes, and their exclusive new survey of the Inc. 500's fastest-growing companies."--Jacket |
| Language |
English. |
| Subject |
New business enterprises -- Management.
|
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Industrial management.
|
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Marketing -- Management.
|
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Entrepreneurship.
|
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Entrepreneurship |
|
Nouvelles entreprises -- Gestion. |
|
Gestion d'entreprise. |
|
Marketing -- Gestion. |
|
Entrepreneuriat. |
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entrepreneurs. |
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Entrepreneurship |
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Industrial management |
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Marketing -- Management |
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New business enterprises -- Management |
| Added Author |
Morgan, Howard Lee, 1945-
|
|
Archambeau, Shellye.
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| Other Form: |
Print version: Lodish, Leonard M. Marketing that works. Upper Saddle River, N.J. : Wharton School Pub., 2007 (DLC) 2006038980 |
| ISBN |
9780132390750 |
|
0132390752 |
|
(pbk.) |
|
(pbk.) |
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