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Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, 2nd Edition
- By Leonard M. Lodish, Howard L. Morgan, Shellye Archambeau, Jeffrey Babin
- Published Jul 6, 2015 by Pearson FT Press.
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About
Features
Extensively updated and improved: new ways to develop a winning entrepreneurial marketing strategy in your company – whatever your size, wherever you compete
- Reflects the newest high-value best practices in PR, promotion, advertising, social, and beyond
- Breakthrough techniques you can actually use: social, mobile, local, micromarketing, enterprise consumerization, retail, crowdfunding, lean startup, and more
- Up-to-the-minute case studies from a new generation of innovators: from Waze and Uber to Amazon Prime
- Now thoroughly integrates key metrics, including Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLV)
- Based on the pioneering MBA-level Entrepreneurial Marketing course created by lead author Leonard Lodish at The Wharton School
Description
- Copyright 2016
- Dimensions: 6" x 9"
- Pages: 400
- Edition: 2nd
- Book
- ISBN-10: 0-13-399333-7
- ISBN-13: 978-0-13-399333-2
Discover New Entrepreneurial Marketing Strategies for Supercharging Profits and Sustaining Competitive Advantage!
This practical guide shows how to use modern entrepreneurial marketing techniques to differentiate your company in the eyes of customers to achieve sustainable profitability. The authors focus on innovative strategies and tactics, pioneered by some of today’s most successful and disruptive companies, including Google, Quidsi (diapers.com), Apple, Victoria’s Secret, Anki, Pebble, Metricstream, and Warby Parker. These high-impact methods will help entrepreneurs achieve immediate, bottom-line results through more effective marketing.
Based on The Wharton School of the University of Pennsylvania’s pioneering Entrepreneurial Marketing course, this edition is fully updated to reflect what works in the marketplace today. Guided by the authors’ collaboration with dozens of high-growth companies, it offers new insights into which marketing programs and distribution channels are likely to succeed, and how to leverage them in your unique business environment—even with limited resources.
The authors begin by helping you refine your competitive positioning by clarifying “What am I selling to whom?” and “Why do they care?” Next, they guide you through the fundamentals of demand generation via public relations, social media, viral marketing, advertising, distribution, and marketing-enabled sales. Finally, they provide you with valuable tips on how to secure the right human capital resources to build the team you need to succeed. Each of these core concepts is illustrated with real-world anecdotes that provide fresh insights into traditional marketing concepts.
Pragmatic from start to finish, Marketing That Works, Second Edition, is for marketers who care about both long-term strategies and short-term results.
• Leverage cutting-edge, entrepreneurial techniques to get your positioning and pricing right
• Generate, screen, and develop great new marketing ideas to reach your target audience
• Lead your customers to your offering—and motivate them to buy
• Cultivate the right people and resources for outstanding execution
This guide offers high-value, low-cost marketing solutions that leverage today’s newest trends, tactics, channels, and technologies. It highlights companies that are redefining marketing and illuminates powerful new ways to secure resources, test and execute plans, and build brands.
The authors present practices for getting close to customers, reinforcing positioning, and developing marketing programs. Wherever you compete, this guide will help you grow your sales and profits, and drive more value from every dollar you spend on marketing.
For more information about Marketing That Works, visit www.marketingthatworksbook.com.
Sample Content
Sample Pages
Download the sample pages (includes Chapter 1 and Index)
Table of Contents
- SECTION ONE: MARKETING STRATEGY--REFINE YOUR OFFERING AND POSITIONING
- Chapter 1 Marketing-Driven Strategy to Make Extraordinary Money
- Chapter 2 Generating, Screening, and Developing Ideas
- Chapter 3 Entrepreneurial Pricing: An Often-Misused Way to Garner Extraordinary Profit
- SECTION TWO: DEMAND-GENERATION AND SALES--LEAD YOUR CUSTOMERS TO YOUR OFFERING
- Chapter 4 Leverage Public Relations for Maximum Value
- Chapter 5 Promotion and Viral Marketing to Maximize Sustainable Profitability
- Chapter 6 Advertising to Build Awareness and Reinforce Messaging
- Chapter 7 Distribution/Channel Decisions to Solidify Sustainable Competitive Advantage
- Chapter 8 Sales Management to Add Value
- Chapter 9 Marketing-Enabled Sales
- SECTION THREE: EXECUTION--CULTIVATE THE PEOPLE AND RESOURCES TO MAKE YOUR MARKETING WORK
- Chapter 10 Create an Ecosystem to Maximize Product/Service Lifetime Profitability
- Chapter 11 Entrepreneurial Marketing for Building Teams
- Chapter 12 Marketing for Financing Activities
- Chapter 13 Building Strong Brands and Strong Companies
- Index