Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company (paperback) - Softcover

Lodish, Leonard M.; Morgan, Howard L.; Archambeau, Shellye

Softcover

ISBN 10: 013702133X ISBN 13: 9780137021338

Publisher: Financial Times/ Prentice Hall, 2007

Synopsis

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 this title

Product Description

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,

Review

 

Edition details

• Publisher: Financial Times/ Prentice Hall
• Publication date: 2007
• ISBN 10: 013702133X
• ISBN 13: 9780137021338
• Binding: Paperback
• Language: English
• Edition number: 1
• Number of pages: 336