Marketing that works : how entrepreneurial marketing can add sustainable value to any sized company - Lodish, Leonard M.; Morgan, Howard Lee, 1945-; Archambeau, Shellye (Upper Saddle River, N.J. : Wharton School Publishing, 2007)
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
Keywords: New business enterprises -- Management; Business enterprises -- Management; Marketing -- Management; Entrepreneurship