Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company (paperback)
- By Leonard M. Lodish, Howard L. Morgan, Shellye Archambeau
- Published Mar 21, 2007 by Pearson Prentice Hall.
- Copyright 2007
- Dimensions: 6 X 9
- Pages: 336
- Edition: 1st
- ISBN-10: 0-13-702133-X
- ISBN-13: 978-0-13-702133-8
- eBook (Watermarked)
- ISBN-10: 0-13-235298-2
- ISBN-13: 978-0-13-235298-7
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Product Author Bios
Leonard Lodish, Ph.D., is Samuel R. Harrell Professor of Marketing at The Wharton School. He is co-founder and Chair of Wharton’s Global Consulting Practicum, and innovator of Wharton’s MBA Entrepreneurial Marketing course. His research specialties include marketing decision support systems, marketing experimentation, and entrepreneurial marketing. He has consulted with clients ranging from Procter & Gamble and Anheuser-Busch to Tropicana and ConAgra.
Howard L. Morgan is Director and former Vice Chairman of Idealab, the pioneering internet incubator; and founder and partner in First Round Capital, an early stage venture capital firm. He has served as Professor of Decision Sciences at The Wharton School and Professor of Computer and Information Sciences at The Moore School of the University of Pennsylvania, and as Visiting Professor at the California Institute of Technology and Harvard Business School.
Shellye Archambeau is CEO of Metricstream, Inc., a recognized leader in compliance and governance. She previously served as CMO and EVP of Sales for Loudcloud, Inc., responsible for all global sales and marketing activities. There, she led Loudcloud’s transformation into an
enterprise-focused company while growing sales by 50 percent year over year. As President of Blockbuster, Inc.’s e-commerce division, she was recognized by Internet World as one of the nation’s Top 25 click and mortar executives.
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!
9 of 9 people found the following review helpful
How marketing should be done,
This review is from: Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company (Hardcover)I must confess that I have historically had a low opinion of the marketing people that I have firsthand knowledge of. They always seemed to be overstating glad-handers, over-promising to land potential customers and not really interested in learning how difficult it is to implement their promises. When I was writing code full-time, we referred to it as the "couldn't you just" condition. As in "couldn't you just put in this feature" and ignoring any rational response explaining that while the feature appears simple, it could take weeks to add it to the software. I was personally the recipient of a marketing person telling everyone how I was negatively cynical and not a team player when I strongly voiced my objections to an absurd promise that the marketer had made to a potential customer.
Therefore, it was with a great deal of skepticism that I opened this book and began reading. It did not take long before I was sold on the ideas of the authors. They reject the... Read more
5 of 5 people found the following review helpful
A very practical, well organized and concisely written book on marketing for practical entrepreneurs,
This review is from: Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company (Hardcover)I think that this book is a terrific resource for an entrepreneur who is working on the marketing aspects of his business. One of the common misunderstandings of those not formally trained in business is confusing marketing with advertising or that part of the sales process that directly connects with the customer. While advertising and selling are a portion of the subject in marketing, in reality it is much more than this.
What I appreciate most about this book is that it is a resource of great information, ideas, and practical illustrations from real world business experience. It is not a method that the authors want you to accept whole. Very few methods actually work for people fighting for business in the real world because each businessperson has to find a solution to the problem they are facing in a constantly changing business environment. As businesses compete they are actually changing the environment in which they compete and this is often lost on those who... Read more
2 of 2 people found the following review helpful
Geat Guidance for the Young Entrepreneur,
This review is from: Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company (Hardcover)"Marketing that Works" is a quick read that provides very valuable insight into how to properly position your company, product, services, etc... The examples that are used are both personal triumphs (and failures) of the authors as well as companies that you've probably heard of (or should have, had the companies heeded the advice in this book).
If you are thinking big, then even one small kernel of guidance from this book will pay you back in spades and more than cover the cost of the book. I am already applying some of the wisdom the book imparts to my current entrepreneurial enterprise and can see a significant difference in how I will successfully sell my product. And when I do, I expect my company to be mentioned in the Second Printing of this book.
› See all 12 customer reviews...
Table of Contents
ABOUT THE AUTHORS xi
CHAPTER 1 MARKETING-DRIVEN STRATEGY TO MAKE EXTRAORDINARY MONEY 11
CHAPTER 2 GENERATING, SCREENING, AND DEVELOPING IDEAS 35
CHAPTER 3 ENTREPRENEURIAL PRICING—AN OFTENMISUSED WAY TO GARNER EXTRAORDINARY PROFITS 59
CHAPTER 4 DISTRIBUTION/CHANNEL DECISIONS TO SOLIDIFY SUSTAINABLE COMPETITIVE ADVANTAGE 87
CHAPTER 5 PRODUCT LAUNCH TO MAXIMIZE PRODUCT/SERVICE LIFETIME PROFITABILITY 131
CHAPTER 6 ENTREPRENEURIAL ADVERTISING THAT WORKS—VAGUELY RIGHT OR PRECISELY WRONG? 145
CHAPTER 7 HOW TO LEVERAGE PUBLIC RELATIONS FOR MAXIMUM VALUE 179
CHAPTER 8 SALES MANAGEMENT TO ADD VALUE 191
CHAPTER 9 MARKETING-ENABLED SALES 221
CHAPTER 10 ENTREPRENEURIAL PROMOTION AND VIRAL MARKETING TO MAXIMIZE SUSTAINABLE PROFITABILITY 239
CHAPTER 11 MARKETING RESOURCE DEPLOYMENT AND ALLOCATION—THE ALLOC SOFTWARE 253
CHAPTER 12 ENTREPRENEURIAL MARKETING FOR HIRING, GROWING, AND RETAINING EMPLOYEES 273
CHAPTER 13 MARKETING FOR FINANCING ACTIVITIES 281
CHAPTER 14 BUILDING STRONG BRANDS AND STRONG COMPANIES 295
Download the sample pages (includes Introduction and Index)
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