Marketing that works : how entrepreneurial marketing can add sustainable value to any sized company /
Lodish, Leonard M.
Morgan, Howard Lee,1945-
Archambeau, Shellye.
Upper Saddle River, N.J. : Wharton School Pub.,
c2007.
Includes bibliographical references and index.
Introduction -- 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 -- Index.
New business enterprises
Industrial management.
Marketing
Entrepreneurship.