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ISBN-10: 0133993337
ISBN-13: 9780133993332
Edition: 2nd 2016
List price: $49.99
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Description:
Discover new entrepreneurial marketing strategies and techniques for supercharging profits now, and sustaining long-term competitive advantage! Marketing That Works, Second Edition delivers high-value, low-cost marketing solutions that fully leverage today's newest trends, channels, and market opportunities. Based on The Wharton School's pioneering Entrepreneurial Marketing, this edition adds nearly 50% new coverage - highlighting new companies that are redefining marketing today, and illuminating emerging approaches to securing resources and promoting your offers. You'll discover powerful new best practices for social, PR, promotion, advertising, and much more: techniques for getting… closer to your customer, reducing acquisition and retention costs, reinforcing positioning and differentiation, and much more. Four cutting-edge marketers present new or extensively revised coverage of:Social media and network externalities (Facebook, Twitter, Waze, Vendop, Dropbox)Advanced social marketing techniques (Fab, Uber, DogVacay)Localization and micromarketing (Milo.com)How to leverage your customer's mass migration to mobileMarketing-enabled sales, and the cultivation of customer relationships and communities (MetricStream, Regalix)Virality: how you can develop messages that desperately "want" to spreadMarketing to the consumerized enterpriseNew approaches to increasing customer retention and strengthening lock in (Amazon Prime, Quidsi, Diapers.com)Financing your marketing: cost effective ways to establish value, including crowdfunding (Pebble), Lean Startup, for quickly building and testing concepts and companies, and accelerators (Y Combinator, DreamIt)To help you systematically optimize your marketing investments, Marketing That Works, Second Edition integrates Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLV) benchmark metrics throughout. Whatever your size, wherever you compete, this guide will help you grow sales and profits, strengthen your brand, and drive more value from every dime you spend on marketing.