Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company (Paperback)

By Shellye Archambeau, Leonard M Lodish, Howard L Morgan
"Marketing That Works " introduces breakthrough marketing tools, tactics, and strategies for differentiating yourself around key competencies, insulating against competitive pressures, and driving higher, more sustainable profits. From pricing to PR, advertising to viral marketing, this book s techniques are relentlessly entrepreneurial: designed to deliver results fast, with limited financial resources and staff support. They draw on the authors decades of research and consulting, their cutting-edge work in Wharton s legendary Entrepreneurial Marketing classes, and their exclusive new survey of the Inc. 500 s fastest-growing companies. Whether you re launching a startup or working inside a huge global enterprise, this will help you optimize every marketing investment you make. You ll learn how to target the right customer, deliver the right added value, and make sure your customers will pay a premium for it now, and for years to come. Build the foundation for extraordinary profit Discover faster, smarter techniques for positioning, targeting, and segmentation Drive entrepreneurial attitude throughout all your marketing functions Master entrepreneurial pricing, advertising, sales management, promotion and even hiring Maximize the value of all your stakeholder relationships Profit by marketing to investors, intermediaries, employees, partners, and users Generate, screen, and develop better product ideas Engage combat on the right battlefields Launch new products to maximize their lifetime profitability Stage the winning rollout: from fixing bugs to gaining reference accounts Every dime you spend on marketing needs to work harder, smarter, faster. Every dime must differentiate your company based on your most valuable competencies. Every dime must protect you against competitors and commoditization. Every dime must drive higher profits "this quarter, "and help sustain profitability far into the future. Are your marketing investments doing all that? If not, get "Marketing That Works" and read it "today." Includes online access to state-of-the-art marketing allocation software! "




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About the Paperback

Publisher Pearson Prentice Hall
Publish date 03/31/2007
Pages 336
ISBN-13 9780137021338
ISBN-10 013702133X
Language English