TY  - BOOK
AU  - Lodish,Leonard M.
AU  - Morgan,Howard Lee
AU  - Archambeau,Shellye
TI  - Marketing that Works: how entrepreneurial marketing can add sustainable value to any sized company 
SN  - 0132390752 (hardback : alk. paper)
U1  - 658.8 
PY  - 2007///
CY  - Upper Saddle River, N.J.
PB  - Wharton School Pub.
KW  - New business enterprises
KW  - Management
KW  - Industrial management
KW  - Marketing
KW  - Entrepreneurship
N1  - 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
UR  - http://www.loc.gov/catdir/toc/ecip075/2006038980.html
ER  -