Marketing that Works : how entrepreneurial marketing can add sustainable value to any sized company / Leonard M. Lodish, Howard L. Morgan, Shellye Archambeau.
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TextLanguage: English Publisher: Upper Saddle River, N.J. : Wharton School Pub., c2007Description: xv, 318 p. : ill. ; 24 cmISBN: 0132390752 (hardback : alk. paper)Subject(s): New business enterprises -- Management | Industrial management | Marketing -- Management | EntrepreneurshipDDC classification: 658.8 Online resources: Click here to access online | Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
| Books | Institute of Public Enterprise, Library S Campus | 658.8 LOD (Browse shelf) | Available | 36579 |
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.
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