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.
• Marketing--Management.

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