Entrepreneurial Marketing Lessons from Wharton's Pioneering MBA Course

ISBN-10: 0471382442
ISBN-13: 9780471382447
Edition: 2001
List price: $34.95
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Description: The first and only guide to a subject of vital interest to every entrepreneur Written by an author team that brings together the expertise of two leading Wharton academics and an entrepreneurial superstar, Entrepreneurial Marketing arms  More...

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Book details

List price: $34.95
Copyright year: 2001
Publisher: John Wiley & Sons, Incorporated
Publication date: 2/26/2001
Binding: Hardcover
Pages: 288
Size: 6.50" wide x 9.25" long x 1.00" tall
Weight: 1.298
Language: English

The first and only guide to a subject of vital interest to every entrepreneur Written by an author team that brings together the expertise of two leading Wharton academics and an entrepreneurial superstar, Entrepreneurial Marketing arms entrepreneurs with cutting-edge marketing approaches-including the latest Web-based segmentation and positioning techniques-that will provide their new ventures with solid foundations on which to build, grow, and thrive. o The first book devoted exclusively to marketing strategies for new entrepreneurial ventures o Covers cutting-edge strategies for finding, exploiting, and even creating powerful niche marketing opportunities for new ventures on the Internet

Preface
Acknowledgments
Positioning, Targeting, and Segmentation
Selecting, Developing, and Evaluating New Products and Services
Entrepreneurial Pricing Decisions
Public Relations and Publicity
Entrepreneurial Distribution Channel Decisions
Product/Service Rollout
Entrepreneurial Sales Management
Promotion and Viral Marketing
Entrepreneurial Advertising Decisions
Hiring Is a Marketing Problem
Marketing and Raising Capital
Building Strong Brands and Strong Entrepreneurial Companies
Summary and Conclusions
A Segmentation Audit
Summary of Survey and Findings
Notes
Index

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