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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!
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