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Marketing that works: how entrepreneurial marketing can add sustainable value to any sized company

Author: Lodish, Leonard M. ; Morgan, Howard L. ; Archambeau, ShellyePublisher: Wharton School Publishing, 2007.Language: EnglishDescription: 318 p. ; 24 cm.ISBN: 0132390752Type of document: BookBibliography/Index: Includes bibliographical references and index
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Asia Campus
Main Collection
Print HF5415.13 .L63 2007
(Browse shelf)
900178983
Available 900178983
Book Europe Campus
Main Collection
Print HF5415.13 .L63 2007
(Browse shelf)
001301397
Available 001301397
Book Europe Campus
Main Collection
Print HF5415.13 .L63 2007
(Browse shelf)
001213812
Available 001213812
Total holds: 0

Includes bibliographical references and index

Digitized

Marketing That Works How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company Contents ABOUT THE AUTHORS xi ACKNOWLEDGMENTS xiii INTRODUCTION 1 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 INDEX 309

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