Entrepreneurial Marketing Lessons from Wharton's Pioneering MBA Course
| Author/creator | Lodish, Leonard M. Author |
| Other author | Morgan, Howard Lee 1945- Author |
| Other author | Kallianpur, Amy Author |
| Format | Electronic |
| Publication Info | Wiley-Interscience [Imprint] Hoboken : John Wiley & Sons, Incorporated |
| Description | 288 p. ill 23.100 x 015.900 cm. |
| Supplemental Content | Full text available from eBooks on EBSCOhost |
| Subjects |
| Summary | Annotation "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.Title Summary field provided by Blackwell North America, Inc. All Rights Reserved |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Genre/form | Electronic books. |
| LCCN | 00049644 |
| ISBN | 9780471382447 |
| ISBN | 0471382442 (Trade Cloth) Out of Print |
| Standard identifier# | 9780471382447 |
| Stock number | 00028608 |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |