Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company…

Paperback | March 21, 2007

byLeonard M. Lodish, Howard L. Morgan, Shellye Archambeau

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Marketing That Works introduces breakthrough marketing tools, tactics, and strategies for differentiating yourself around key competencies, insulating against competitive pressures, and driving higher, more sustainable profits.

 

From pricing to PR, advertising to viral marketing, this book’s techniques are relentlessly entrepreneurial: designed to deliver results fast, with limited financial resources and staff support. They draw on the authors’ decades of research and consulting, their cutting-edge work in

 

Wharton’s legendary Entrepreneurial Marketing classes, and their exclusive new survey of the Inc. 500’s fastest-growing companies. Whether you’re launching a startup or working inside a huge global enterprise, this will help you optimize every marketing investment you make. You’ll learn how to target the right customer, deliver the right added value, and make sure your customers will pay a premium for it–now, and for years to come.

 

Build the foundation for extraordinary profit

Discover faster, smarter techniques for positioning, targeting, and segmentation

 

Drive entrepreneurial attitude throughout all your marketing functions

Master entrepreneurial pricing, advertising, sales management, promotion–and even hiring

 

Maximize the value of all your stakeholder relationships

Profit by marketing to investors, intermediaries, employees, partners, and users

 

Generate, screen, and develop better product ideas

Engage combat on the right battlefields

 

Launch new products to maximize their lifetime profitability

Stage the winning rollout: from fixing bugs to gaining reference accounts

 

Every dime you spend on marketing needs to work harder, smarter, faster. Every dime must differentiate your company based on your most valuable competencies. Every dime must protect you against competitors and commoditization. Every dime must drive higher profits this quarter, and help sustain profitability far into the future.

 

Are your marketing investments doing all that? If not, get Marketing That Works –and read it today.

 

Includes online access to state-of-the-art marketing allocation software!

 

 

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From the Publisher

Marketing That Works introduces breakthrough marketing tools, tactics, and strategies for differentiating yourself around key competencies, insulating against competitive pressures, and driving higher, more sustainable profits.   From pricing to PR, advertising to viral marketing, this book’s techniques are relentlessly entreprene...

From the Jacket

The principles and insights outlined in this highly engaging book have been invaluable to me in leading the marketing efforts at Victoria's Secret Stores as well as on several P&G brands.—Jill Beraud,Executive Vice President, Marketing/Limited Brands and Victoria's Secret Differentiate yourself more effectively, protect yourself agains...

Leonard Lodish, Ph.D., is Samuel R. Harrell Professor of Marketing at The Wharton School. He is co-founder and Chair of Wharton’s Global Consulting Practicum, and innovator of Wharton’s MBA Entrepreneurial Marketing course. His research specialties include marketing decision support systems, marketing experimentation, and entrepreneur...

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Format:PaperbackDimensions:336 pages, 9 × 5.9 × 0.9 inPublished:March 21, 2007Publisher:Pearson EducationLanguage:English

The following ISBNs are associated with this title:

ISBN - 10:013702133X

ISBN - 13:9780137021338

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Extra Content

Table of Contents

ABOUT THE AUTHORS     xi

ACKNOWLEDGMENTS    xiii

INTRODUCTION     1

CHAPTER 1     MARKETING-DRIVEN STRATEGY TO MAKE EXTRAORDINARY MONEY    11

CHAPTER 2     GENERATING, SCREENING, AND DEVELOPING IDEAS     35

CHAPTER 3    ENTREPRENEURIAL PRICING—AN OFTENMISUSED WAY TO GARNER EXTRAORDINARY PROFITS     59

CHAPTER 4    DISTRIBUTION/CHANNEL DECISIONS TO SOLIDIFY SUSTAINABLE COMPETITIVE ADVANTAGE     87

CHAPTER 5     PRODUCT LAUNCH TO MAXIMIZE PRODUCT/SERVICE LIFETIME PROFITABILITY     131

CHAPTER 6    ENTREPRENEURIAL ADVERTISING THAT WORKS—VAGUELY RIGHT OR PRECISELY WRONG?     145

CHAPTER 7    HOW TO LEVERAGE PUBLIC RELATIONS FOR MAXIMUM VALUE     179

CHAPTER 8     SALES MANAGEMENT TO ADD VALUE     191

CHAPTER 9     MARKETING-ENABLED SALES     221

CHAPTER 10     ENTREPRENEURIAL PROMOTION AND VIRAL MARKETING TO MAXIMIZE SUSTAINABLE PROFITABILITY     239

CHAPTER 11     MARKETING RESOURCE DEPLOYMENT AND ALLOCATION—THE ALLOC SOFTWARE     253

CHAPTER 12    ENTREPRENEURIAL MARKETING FOR HIRING, GROWING, AND RETAINING EMPLOYEES    273

CHAPTER 13     MARKETING FOR FINANCING ACTIVITIES    281

CHAPTER 14     BUILDING STRONG BRANDS AND STRONG COMPANIES    295

INDEX     309

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