Franklin

Marketing that works : how entrepreneurial marketing can add sustainable value to any sized company / Leonard M. Lodish [and three others].

Author/Creator:
Lodish, Leonard M., author.
Edition:
Second edition.
Publication:
Old Tappan, New Jersey : Pearson Education, [2016] , ©2016
Format/Description:
Book
xx, 376 pages : illustrations ; 24 cm
Subjects:
New business enterprises -- Management.
Industrial management.
Marketing -- Management.
Entrepreneurship.
Entrepreneurship.
Industrial management
Marketing -- Management.
New business enterprises -- Management.
Summary:
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. -- Provided by publisher.
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 Profits
SECTION TWO: DEMAND-GENERATION AND SALES
LEAD YOUR CUSTOMERS TO YOUR OFFERING
Chapter 4 Leverage Public Relations for Maximum
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
Notes:
Includes bibliographical references and index.
ISBN:
9780133993332
0133993337
OCLC:
893452569
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