Marketing that works : how entrepreneurial marketing can add sustainable value to any sized company / Leonard M. Lodish, Howard L. Morgan, Shellye Archambeau.

Author/creator Lodish, Leonard M.
Other author Morgan, Howard Lee, 1945-
Other author Archambeau, Shellye.
Format Book
Publication InfoUpper Saddle River, N.J. : Wharton School Pub., ©2007.
Descriptionxv, 318 pages : illustrations ; 24 cm
Supplemental ContentTable of contents only
Subjects
New business enterprises--Management.
Industrial management.
Marketing--Management.
Entrepreneurship.

Contents Marketing driven strategy to make extraordinary money -- Generating, screening, and developing ideas -- Entrepreneurial pricing : an often misused way to garner extraordinary profits -- Distribution/channel decisions to solidify sustainable competitive advantage -- Product launch to maximize product/service lifetime profitability -- Entrepreneurial advertising that works : vaguely right or precisely wrong? -- How to leverage public relations for maximum value -- Sales management to add value -- Marketing-enabled sales -- Entrepreneurial promotion and viral marketing to maximize sustainable profitability -- Marketing resource deployment and allocation : the Alloc software -- Entrepreneurial marketing for hiring, growing, and retaining employees -- Marketing for financing activities -- Building strong brands and strong companies.
Bibliography noteIncludes bibliographical references and index.
LCCN 2006038980
ISBN0132390752 (hardback : alk. paper)
ISBN9780132390750 (hardback : alk. paper)

Availability

Library Location Call Number Status Item Actions
Joyner General Stacks HD62.5 .L633 2007 ✔ Available Place Hold