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Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company

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Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company

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Features

This book shows a company how to develop entrepreneurial marketing strategies, regardless of its size.

  • No matter what a company's size, marketers will find techniques for reaching new markets and connecting with established stakeholders.
  • Filled with proven real-world strategies to show how some of the best-of-the-best are making more money now.
  • Shows how to feel resource-full, even when only resources a company has are flexibility, relationships, and an entrepreneurial attitude.
  • Description

    • Copyright 2007
    • Dimensions: 6x9
    • Pages: 336
    • Edition: 1st
    • Book
    • ISBN-10: 0-13-239075-2
    • ISBN-13: 978-0-13-239075-0

    The principles and insights outlined in this highly engaging book have been invaluable to me in leading the marketing efforts at Victoria’s Secret Stores as well as on several P&G brands.

    Jill Beraud, Executive Vice President, Marketing/Limited Brands and Victoria’s Secret

    Differentiate yourself more effectively, protect yourself against competition, and drive higher margins

    Bring entrepreneurial power to distribution, sales management, PR, promotion, advertising, and more

    For marketers in every kind of company, from startup to global enterprise

    Focus your marketing on what really works–and make the most of every marketing investment!

    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

    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.

    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

    Extras

    Author's Site

    Visit the author's web site: www.MarketingAllocation.com

    Sample Content

    Table of 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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