Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company
Reviewed in 2007oct CHOICE.Drawing on their combined expertise in marketing and business development, the authors (academics and business professionals) focus on the "entrepreneurial marketing techniques" that can turn a new venture into a success story. Having a good marketing plan is the key. In fact, say the authors, businesses should have multiple plans that target each constituency: customers, users, investors, suppliers, and employees. It is also critical to develop segmentation and positioning strategies: segmentation reveals who buys products, positioning tells why. In addition to examining the "marketing mix" elements (product, price, promotion, place), the authors provide advice on allocating marketing resources, building strong brands, and managing a sales force. Among the businesses cited are Victoria's Secret, Orvis, Priceline.com, and Franklin Electronic Publications. Orvis started out catering to the needs of fly-fishers, and used its customer knowledge and entrepreneurial marketing skills to build a $350 million outdoor products and clothing company.Summing Up:Recommended. Upper-division and graduate marketing and entrepreneur students, faculty, and practitioners. -- P. G. Kishel, Cypress College