Marketing That Works

by Lodish, Leonard M.; Morgan, Howard L.; Archambeau, Shellye

• ISBN13: 9780132390750
• ISBN10: 0132390752
• Edition: 1st
• Format: Hardcover
• Copyright: 2007-01-01
• Publisher: Wharton School Publishing

Summary

The Entrepreneurial Marketing techniques, concepts, and methods the authors provide will help a venture make more money - extraordinary money - on a sustainable basis. The reader will be able to position and target their product/service offering to leverage their firm's distinctive competitive advantages, and make companies not only more effective in their marketing, but more efficient than their competition as well. The book begins by explaining the concepts of segmentation, positioning, targeted marketing, new product development, pricing, and distribution, all from the standpoint of an entrepreneurial marketer. It then goes on explain how to create marketing efforts that will have greater impact, including relationship and brand management. If a venture is small, and needs to do a lot with a little, this book can show them how to make the most of their resources and get results that the larger companies will envy. If an organization is more established, this book is also for them, as they will find strategies that will allow them to reinforce relationships with their established stakeholders, and stretch the boundaries of their markets at the same time they stretch their dollar.

Table of Contents

About the Authors	p. xi
Acknowledgments	p. xiii
Introduction	p. 1
Marketing-Driven Strategy to Make Extraordinary Money	p. 11
Generating, Screening, and Developing Ideas	p. 35
Entrepreneurial Pricing an Oftenmisused Way to Garner Extraordinary Profits	p. 59
Distribution/Channel Decisions to Solidify Sustainable Competitive Advantage	p. 87
Product Launch to Maximize Product/Service Lifetime Profitability	p. 131
Entrepreneurial Advertising that Works Vaguely Right or Precisely Wrong?	p. 145
How to Leverage Public Relations for Maximum Value	p. 179
Sales Management to Add Value	p. 191
Marketing-Enabled Sales	p. 221
Entrepreneurial Promotion and Viral Marketing to Maximize Sustainable Profitability	p. 239
Marketing Resource Deployment and Allocation the Alloc Software	p. 253
Entrepreneurial Marketing for Hiring, Growing, and Retaining Employees	p. 273
Marketing for Financing Activities	p. 281
Building Strong Brands and Strong Companies	p. 295
Index	p. 309
Table of Contents provided by Publisher. All Rights Reserved.