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Marketing That Works : How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company by Howard Morgan, Leonard Lodish, Shellye Archambeau and Jeffrey Babin (2015, Hardcover)

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MARKETING THAT WORKS: HOW ENTREPRENEURIAL MARKETING CAN ADD SUSTAINABLE VALUE TO ANY SIZED COMPANY (2ND EDITION) By Leonard M. Lodish, Howard L. Morgan, Shellye Archambeau, Jeffrey Babin - Hardcover **Mint Condition**.

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Product Information

Discover New Entrepreneurial Marketing Strategies for Supercharging Profits and Sustaining Competitive Advantage! This practical guide shows how to use modern entrepreneurial marketing techniques to differentiate your company in the eyes of customers to achieve sustainable profitability. The authors focus on innovative strategies and tactics, pioneered by some of today's most successful and disruptive companies, including Google, Quidsi (diapers.com), Apple, Victoria's Secret, Anki, Pebble, Metricstream, and Warby Parker. These high-impact methods will help entrepreneurs achieve immediate, bottom-line results through more effective marketing. Based on The Wharton School of the University of Pennsylvania's pioneering Entrepreneurial Marketing course, this edition is fully updated to reflect what works in the marketplace today. Guided by the authors' collaboration with dozens of high-growth companies, it offers new insights into which marketing programs and distribution channels are likely to succeed, and how to leverage them in your unique business environment--even with limited resources. The authors begin by helping you refine your competitive positioning by clarifying "What am I selling to whom?" and "Why do they care?" Next, they guide you through the fundamentals of demand generation via public relations, social media, viral marketing, advertising, distribution, and marketing-enabled sales. Finally, they provide you with valuable tips on how to secure the right human capital resources to build the team you need to succeed. Each of these core concepts is illustrated with real-world anecdotes that provide fresh insights into traditional marketing concepts. Pragmatic from start to finish, Marketing That Works, Second Edition , is for marketers who care about both long-term strategies and short-term results. - Leverage cutting-edge, entrepreneurial techniques to get your positioning and pricing right - Generate, screen, and develop great new marketing ideas to reach your target audience - Lead your customers to your offering--and motivate them to buy - Cultivate the right people and resources for outstanding execution This guide offers high-value, low-cost marketing solutions that leverage today's newest trends, tactics, channels, and technologies. It highlights companies that are redefining marketing and illuminates powerful new ways to secure resources, test and execute plans, and build brands. The authors present practices for getting close to customers, reinforcing positioning, and developing marketing programs. Wherever you compete, this guide will help you grow your sales and profits, and drive more value from every dollar you spend on marketing. For more information about Marketing That Works , visit www.marketingthatworksbook.com.

Product Identifiers

Publisher
Pearson Education
ISBN-10
0133993337
ISBN-13
9780133993332
eBay Product ID (ePID)
204361750

Product Key Features

Author
Howard Morgan, Jeffrey Babin, Leonard Lodish, Shellye Archambeau
Publication Name
Marketing That Works : How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company
Format
Hardcover
Language
English
Publication Year
2015
Type
Textbook
Number of Pages
400 Pages

Dimensions

Item Length
9.3in
Item Height
1.3in
Item Width
6.1in
Item Weight
24 Oz

Additional Product Features

Lc Classification Number
Hd62.5.L633 2016
Edition Number
2
Table of Content
SECTION ONE: MARKETING STRATEGY--REFINE YOUR OFFERING AND POSITIONING Chapter 1 Marketing-Driven Strategy to Make Extraordinary Money Chapter 2 Generating, Screening, and Developing Ideas Chapter 3 Entrepreneurial Pricing: An Often-Misused Way to Garner Extraordinary Profit SECTION TWO: DEMAND-GENERATION AND SALES--LEAD YOUR CUSTOMERS TO YOUR OFFERING Chapter 4 Leverage Public Relations for Maximum Value Chapter 5 Promotion and Viral Marketing to Maximize Sustainable Profitability Chapter 6 Advertising to Build Awareness and Reinforce Messaging Chapter 7 Distribution/Channel Decisions to Solidify Sustainable Competitive Advantage Chapter 8 Sales Management to Add Value Chapter 9 Marketing-Enabled Sales SECTION THREE: EXECUTION--CULTIVATE THE PEOPLE AND RESOURCES TO MAKE YOUR MARKETING WORK Chapter 10 Create an Ecosystem to Maximize Product/Service Lifetime Profitability Chapter 11 Entrepreneurial Marketing for Building Teams Chapter 12 Marketing for Financing Activities Chapter 13 Building Strong Brands and Strong Companies Index
Copyright Date
2016
Topic
Marketing / General, Entrepreneurship, Industrial Management, New Business Enterprises, Sales & Selling / General
Lccn
2015-937237
Intended Audience
Scholarly & Professional
Illustrated
Yes
Genre
Business & Economics

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Marketing That Works : How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company by Howard Morgan, Leonard Lodish, Shellye Archambeau and Jeffrey Babin (2015, Hardcover)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

All listings for this product

item 1 Marketing That Works - Hardcover Lodish Morgan Archambeau Babin 2nd Edition

item 2 Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value...

item 3 Marketing That Works : How Entrepreneurial Marketing Can Add Sust

item 4 Marketing That Works: How Entrepreneurial Marketin... by Babin, Jeffrey Hardback

item 5 Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Valu...

item 6 Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to

item 7 MARKETING THAT WORKS: HOW ENTREPRENEURIAL MARKETING CAN By Leonard M. Lodish

Best Selling in Textbooks

Diagnostic and Statistical Manual of Mental Disorders DSM-5-TR by American Psychiatric Association (2022, Trade Paperback)

Leadership : Theory and Practice by Peter G. Northouse (2021, Trade Paperback, Revised edition)

Self Heal by Design : The Role of Micro-organisms for Health by Barbara O'Neill (2018, Trade Paperback)

Research Design : Qualitative, Quantitative, and Mixed Methods Approaches by J. David Creswell and John W. Creswell (2022, Trade Paperback)

Diagnostic and Statistical Manual of Mental Disorders : DSM-5-TR by American Psychiatric Association (2022, Hardcover)

Cognitive Behavior Therapy : Basics and Beyond by Judith S. Beck (2020, Hardcover)

Encyclopedia of Counseling : Master Review and Tutorial for the National Counselor Examination, State Counseling Exams, and the Counselor Preparation Comprehensive Examination by Howard Rosenthal (2017, Trade Paperback, Revised edition,New Edition)

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