Entrepreneurial Marketing Lessons from Wharton's Pioneering MBA Course

Name: Entrepreneurial Marketing Lessons from Wharton's Pioneering MBA Course
Price: 32.53 USD
Availability: InStock
ISBN: 9780471382447

ISBN-10: 0471382442

ISBN-13: 9780471382447

Edition: 2001

Authors: Leonard M. Lodish, Howard Lee Morgan, Amy Kallianpur

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 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…

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



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