Lodish, Leonard M. <br/><br/>
Marketing that works :  how entrepreneurial marketing can add sustainable value to any sized company / 
Leonard M. Lodish, Howard L. Morgan, Shellye Archambeau 
 - Upper Saddle River, N.J. :  Wharton School Publishing,  2007 
 - xv, 318 p. :  ill. ;  24 cm. 
<br/><br/>Marketing driven strategy to make extraordinary money -- Generating, screening, and developing ideas -- Entrepreneurial pricing : an often misused way to garner extraordinary profits -- Distribution/channel decisions to solidify sustainable competitive advantage -- Product launch to maximize product/service lifetime profitability -- Entrepreneurial advertising that works : vaguely right or precisely wrong? -- How to leverage public relations for maximum value -- Sales management to add value -- Marketing-enabled sales -- Entrepreneurial promotion and viral marketing to maximize sustainable profitability -- Marketing resource deployment and allocation : the Alloc software -- Entrepreneurial marketing for hiring, growing, and retaining employees -- Marketing for financing activities -- Building strong brands and strong companies 
<br/><br/><label>ISBN: </label>0132390752 (hbk.) 9780132390750  RM98.97 
<br/><br/><label>Subjects--Topical Terms: </label><br/>New business enterprises--Management<br/>Business enterprises--Management<br/>Marketing--Management<br/>Entrepreneurship