Marketing that Works : how entrepreneurial marketing can add sustainable value to any sized company /
Lodish, Leonard M.
Marketing that Works : how entrepreneurial marketing can add sustainable value to any sized company / Leonard M. Lodish, Howard L. Morgan, Shellye Archambeau. - Upper Saddle River, N.J. : Wharton School Pub., c2007. - xv, 318 p. : ill. ; 24 cm.
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.
0132390752 (hardback : alk. paper)
New business enterprises--Management.
Industrial management.
Marketing--Management.
Entrepreneurship.
658.8 / LOD
Marketing that Works : how entrepreneurial marketing can add sustainable value to any sized company / Leonard M. Lodish, Howard L. Morgan, Shellye Archambeau. - Upper Saddle River, N.J. : Wharton School Pub., c2007. - xv, 318 p. : ill. ; 24 cm.
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.
0132390752 (hardback : alk. paper)
New business enterprises--Management.
Industrial management.
Marketing--Management.
Entrepreneurship.
658.8 / LOD
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