9780133993332

Marketing That Works How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company

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  • ISBN13:

    9780133993332

  • ISBN10:

    0133993337

  • Edition: 2nd
  • Format: Hardcover
  • Copyright: 7/6/2015
  • Publisher: Pearson FT Press

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Supplemental Materials

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Summary

Discover New Entrepreneurial Marketing Strategies for Supercharging Profits and Sustaining Competitive Advantage!

This practical guide shows how to use modern entrepreneurial marketing techniques to differentiate your company in the eyes of customers to achieve sustainable profitability. The authors focus on innovative strategies and tactics, pioneered by some of today’s most successful and disruptive companies, including Google, Quidsi (diapers.com), Apple, Victoria’s Secret, Anki, Pebble, Metricstream, and Warby Parker. These high-impact methods will help entrepreneurs achieve immediate, bottom-line results through more effective marketing.

Based on The Wharton School of the University of Pennsylvania’s pioneering Entrepreneurial Marketing course, this edition is fully updated to reflect what works in the marketplace today. Guided by the authors’ collaboration with dozens of high-growth companies, it offers new insights into which marketing programs and distribution channels are likely to succeed, and how to leverage them in your unique business environment—even with limited resources.

The authors begin by helping you refine your competitive positioning by clarifying “What am I selling to whom?” and “Why do they care?” Next, they guide you through the fundamentals of demand generation via public relations, social media, viral marketing, advertising, distribution, and marketing-enabled sales. Finally, they provide you with valuable tips on how to secure the right human capital resources to build the team you need to succeed. Each of these core concepts is illustrated with real-world anecdotes that provide fresh insights into traditional marketing concepts.

Pragmatic from start to finish, Marketing That Works, Second Edition, is for marketers who care about both long-term strategies and short-term results.

• Leverage cutting-edge, entrepreneurial techniques to get your positioning and pricing right
• Generate, screen, and develop great new marketing ideas to reach your target audience
• Lead your customers to your offering—and motivate them to buy
• Cultivate the right people and resources for outstanding execution

This guide offers high-value, low-cost marketing solutions that leverage today’s newest trends, tactics, channels, and technologies. It highlights companies that are redefining marketing and illuminates powerful new ways to secure resources, test and execute plans, and build brands.

The authors present practices for getting close to customers, reinforcing positioning, and developing marketing programs. Wherever you compete, this guide will help you grow your sales and profits, and drive more value from every dollar you spend on marketing.

For more information about Marketing That Works, visit www.marketingthatworksbook.com.

Author Biography

LEONARD LODISH, PH.D. (Philadelphia, PA Area) is Samuel R. Harrell Professor of Marketing at The Wharton School. He is co-founder and Chair of Wharton's Global Consulting Practicum, and innovator of Wharton's MBA Entrepreneurial Marketing course. His research specialties include marketing decision support systems, marketing experimentation, and entrepreneurial marketing. He has consulted with clients ranging from Procter & Gamble and Anheuser-Busch to Tropicana and ConAgra.


HOWARD L. MORGAN
(Greater New York City Area, NY) is Director and former Vice Chairman of Idealab, the pioneering internet incubator; and founder and partner in First Round Capital, an early stage venture capital firm. He has served as Professor of Decision Sciences at The Wharton School and Professor of Computer and Information Sciences at The Moore School of the University of Pennsylvania, and as Visiting Professor at the California Institute of Technology and Harvard Business School.

 

SHELLYE ARCHAMBEAU (San Francisco Bay Area, CA) is CEO of Metricstream, Inc., a recognized leader in compliance and governance. She previously served as CMO and EVP of Sales for Loudcloud, Inc., responsible for all global sales and marketing activities. There, she led Loudcloud's transformation into an enterprise-focused company while growing sales by 50 percent year over year. As President of Blockbuster, Inc.'s e-commerce division, she was recognized by Internet World as one of the nation's Top 25 click and mortar executives.

 

JEFFREY BABIN (Philadelphia, PA area) has 25+ years of experience practicing, teaching, and consulting on innovation for organizations ranging from Fortune® 500 clients and emerging companies to universities. He is managing director and founder of Antiphony Partners, LLC, a strategy consulting firm that helps companies create sustainable value through innovation. He previously founded Corporate Technology Ventures, growing it into one of the nation's premier medical software publishers. He is now senior lecturer and associate director in Engineering Entrepreneurship at the School of Engineering and Applied Science (SEAS) and is senior project advisor and Australia, India, and Israel country manager for the Wharton Global Consulting Practicum, both at the University of Pennsylvania. Babin is Wharton Venture Initiation Program advisor, an entrepreneurial fellow for the Weiss Tech House, and founding member of the Mid-Atlantic Angel Group Fund.

Table of Contents

 

 

The #1 actionable guide to entrepreneurial marketing – now fully revised for the latest high-value techniques, channels, and metrics!

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