Lodish, Leonard M. <br/><br/>
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. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0132390752 (hardback : alk. paper) 
<br/><br/><label>Subjects--Topical Terms: </label><br/>New business enterprises--Management.<br/>Industrial management.<br/>Marketing--Management.<br/>Entrepreneurship.
<br/><br/><label>Dewey Class. No.: </label>658.8  / LOD