Entrepreneurial marketing : lessons from wharton's pioneering MBA course / Leonard M. Lodish, Howard Lee Morgan, Amy Kallianpur.

Format:

Book

Author/Creator:

Lodish, Leonard M.

Contributor:

Morgan, Howard Lee, 1945-

Kallianpur, Amy.

Language:

English

Subjects (All):

New business enterprises--Management.

New business enterprises.

Marketing--Management.

Marketing.

Physical Description:

xvi, 272 pages : illustrations ; 24 cm

Place of Publication:

New York : Wiley, [2001]

Summary:

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

Contents:

Chapter 1 Positioning, Targeting, and Segmentation 1

Chapter 2 Selecting, Developing, and Evaluating New Products and Services 17

Chapter 3 Entrepreneurial Pricing Decisions 41

Chapter 4 Public Relations and Publicity 65

Chapter 5 Entrepreneurial Distribution Channel Decisions 79

Chapter 6 Product/Service Rollout 123

Chapter 7 Entrepreneurial Sales Management 133

Chapter 8 Promotion and Viral Marketing 163

Chapter 9 Entrepreneurial Advertising Decisions 175

Chapter 10 Hiring Is a Marketing Problem 203

Chapter 11 Marketing and Raising Capital 211

Chapter 12 Building Strong Brands and Strong Entrepreneurial Companies 223

Appendix A A Segmentation Audit 245.

Notes:

Includes bibliographical references (pages 261-263) and index.

ISBN:

0471382442

OCLC:

45172827