Entrepreneurial Marketing
Subtitle: Lessons from Wharton's Pioneering MBA Course
Publisher: Wiley
Published: February 15, 2001
Language: eng
Number of pages: 288
ISBN-13: 9780471382447
First sentence: Positioning and segmentation are the real core of what makes the entrepreneurial venture work or not work.
Description: "Entrepreneurial Marketing provides entrepreneurs with the marketing concepts, methods, tactics, and strategies that can reduce the failure rate of new ventures by as much as sixty percent. This is the first book to combine sophisticated marketing approaches - such as Web-based segmentation and positioning - with practical guidance on how to apply them in entrepreneurial situations.".

"The authors include guerrilla techniques for viral and promotional marketing and creative, leveraged approaches to gaining visibility and name recognition on the Web. You'll see how to make connections with customers, suppliers, investors, and even stakeholders, as well as learn proven ways to build a strong brand.".

"The book addresses the key challenges of the new millennium - such as globalization, corporate consolidation, and new governmental regulation - that you must consider when designing your marketing strategy."--BOOK JACKET.