Marketing that works : how entrepreneurial marketing can add sustainable value to any sized company / Leonard M. Lodish, Howard L. Morgan, Shellye Archambeau.
Publication year: 2007
Publisher: Upper Saddle River, N.J. : Wharton School ; London : Pearson Edu
ISBN: 9780132390750 (hbk.) :
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.
Companies continually look for new methods to develop and improve their marketing techniques. This is the book to develop your most entrepreneurial marketing strategy and make money through a variety of marketing techniques, concepts, and methods.
xv, 318 p. : ill. ; 24 cm.
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