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

Companies continually look for new methods to develop and improve their marketing techniques. This is the book to develop your most entrepreneurial marketing strategy and make money through a variety of marketing techniques, concepts, and methods.

Author Notes

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.

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Drawing on their combined expertise in marketing and business development, the authors (academics and business professionals) focus on the "entrepreneurial marketing techniques" that can turn a new venture into a success story. Having a good marketing plan is the key. In fact, say the authors, businesses should have multiple plans that target each constituency: customers, users, investors, suppliers, and employees. It is also critical to develop segmentation and positioning strategies: segmentation reveals who buys products, positioning tells why. In addition to examining the "marketing mix" elements (product, price, promotion, place), the authors provide advice on allocating marketing resources, building strong brands, and managing a sales force. Among the businesses cited are Victoria's Secret, Orvis, Priceline.com, and Franklin Electronic Publications. Orvis started out catering to the needs of fly-fishers, and used its customer knowledge and entrepreneurial marketing skills to build a $350 million outdoor products and clothing company. Summing Up: Recommended. Upper-division and graduate marketing and entrepreneur students, faculty, and practitioners. P. G. Kishel Cypress College

About the Authors	p. xi
Acknowledgments	p. xiii
Introduction	p. 1
Chapter 1 Marketing-Driven Strategy to Make Extraordinary Money	p. 11
Chapter 2 Generating, Screening, and Developing Ideas	p. 35
Chapter 3 Entrepreneurial Pricing an Oftenmisused Way to Garner Extraordinary Profits	p. 59
Chapter 4 Distribution/Channel Decisions to Solidify Sustainable Competitive Advantage	p. 87
Chapter 5 Product Launch to Maximize Product/Service Lifetime Profitability	p. 131
Chapter 6 Entrepreneurial Advertising that Works Vaguely Right or Precisely Wrong?	p. 145
Chapter 7 How to Leverage Public Relations for Maximum Value	p. 179
Chapter 8 Sales Management to Add Value	p. 191
Chapter 9 Marketing-Enabled Sales	p. 221
Chapter 10 Entrepreneurial Promotion and Viral Marketing to Maximize Sustainable Profitability	p. 239
Chapter 11 Marketing Resource Deployment and Allocation the Alloc Software	p. 253
Chapter 12 Entrepreneurial Marketing for Hiring, Growing, and Retaining Employees	p. 273
Chapter 13 Marketing for Financing Activities	p. 281
Chapter 14 Building Strong Brands and Strong Companies	p. 295
Index	p. 309

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Table of Contents