Marketing That Works
How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company
2nd Edition
Will be published approx. on 20. July 2015
Book
Hardback
400 pages
978-0-13-399333-2 (ISBN)
Description
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.
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.
More details
Other editions
Additional editions
Leonard Lodish | Howard Morgan | Shellye Archambeau
Marketing That Works
How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company
E-Book
06/2015
2nd Edition
Pearson FT Press
from
€37.20
Available for download
Leonard Lodish | Howard Morgan | Shellye Archambeau
Marketing That Works
How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company
E-Book
06/2015
2nd Edition
Pearson FT Press
from
€37.20
Available for download
Previous edition
Leonard M. Lodish | Howard L. Morgan | Shellye Archambeau
Marketing That Works
How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company (paperback)
Book
03/2009
Financial TImes Prentice Hall
€32.18
Article exhausted; check for reprint
Persons
Leonard M. Lodish, Ph.D., is Samuel R. Harrell Professor Emeritus of Marketing at The Wharton School. He is cofounder and Leader of Wharton's Global Consulting Practicum, and innovator of Wharton's MBA Entrepreneurial Marketing course. His research focuses on marketing decision support systems, marketing experimentation, and entrepreneurial marketing. As an active venture advisor and investor, Len was the first outside board member and helped raise the first investments for Quidsi.com (diapers.com) and Milo.com, and other very successful ventures. He is a cofounder of Musketeer Capital and advisor to a number of venture funds.
Howard L. Morgan is cofounder and Partner of First Round Capital, a venture capital investment firm, and founding investor and board member of Idealab. He has served as Professor of Decision Sciences at The Wharton School, as Professor of Computer and Information Sciences at the University of Pennsylvania, as Assistant Professor of Operations Research at Cornell University, and as Visiting Professor at the California Institute of Technology and Harvard Business School.
Shellye Archambeau is CEO of MetricStream, Inc., a recognized global leader in Governance, Risk, and Compliance. She also serves on the boards of directors for Verizon Communications and Nordstrom. 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 enterprisefocused company while growing sales by 50% 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.
Jeffrey A. Babin is Associate Professor of Practice & Associate Director of Engineering Entrepreneurship at the University of Pennsylvania, and founder and Managing Director of Antiphony Partners, LLC, a strategy consulting firm that helps companies create sustainable value through innovation. He is Senior Project Advisor and Regional Manager of the Wharton Global Consulting Practicum, Advisor for the Wharton Venture Initiation Program, and founding member of the Mid-Atlantic Angel Group.
For more information about Marketing That Works, visit www.marketingthatworksbook.com.
Howard L. Morgan is cofounder and Partner of First Round Capital, a venture capital investment firm, and founding investor and board member of Idealab. He has served as Professor of Decision Sciences at The Wharton School, as Professor of Computer and Information Sciences at the University of Pennsylvania, as Assistant Professor of Operations Research at Cornell University, and as Visiting Professor at the California Institute of Technology and Harvard Business School.
Shellye Archambeau is CEO of MetricStream, Inc., a recognized global leader in Governance, Risk, and Compliance. She also serves on the boards of directors for Verizon Communications and Nordstrom. 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 enterprisefocused company while growing sales by 50% 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.
Jeffrey A. Babin is Associate Professor of Practice & Associate Director of Engineering Entrepreneurship at the University of Pennsylvania, and founder and Managing Director of Antiphony Partners, LLC, a strategy consulting firm that helps companies create sustainable value through innovation. He is Senior Project Advisor and Regional Manager of the Wharton Global Consulting Practicum, Advisor for the Wharton Venture Initiation Program, and founding member of the Mid-Atlantic Angel Group.
For more information about Marketing That Works, visit www.marketingthatworksbook.com.
Content
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
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