Binding: Hardcover Dewey Decimal Number: 658.8 EAN: 9780132390750 ISBN: 0132390752 Label: Wharton School Publishing Manufacturer: Wharton School Publishing Number Of Items: 1 Number Of Pages: 336 Publication Date: March 31, 2007 Publisher: Wharton School Publishing Sales Rank: 215208 Studio: Wharton School Publishing
Product DescriptionThe 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
What Others Say
Helped my startup TAKE OFF!!!
The authors have put a lot of material together to support the main message that entrepreneurs like myself seem to overlook - it's all about messaging your brand and core values to not just one audience (customers), but to many audiences (investors, operators, suppliers).
For my startup Pay Parade ([...]), Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company takes the cake for wringing the most intelligence out of pricing sensitivity testing.
Keep it up and keep on turning us serial entrepreneurs into better marketers!
Essentials of Entrepreneurial Marketing in Building a Company's Enduring Value
The tangible value of marketing is well illustrated for both the aspiring and established entrepreneur in this perceptive, well-organized textbook by Len Lodish, a Wharton marketing professor; Howard Morgan, former vice chairman of leading internet incubator Idealab, and Shellye Archambeau, chief executive of MetricStream, a company focused on compliance and governance solutions. The co-authors succinctly show how the days of marketing as a discretionary expense are obsolete, that it is as much a business driver as operational efficiency and innovative product development. Moreover, they bring to light how marketing can shape the success of not only actual products but also a company's stock and corporate image.
Geat Guidance for the Young Entrepreneur
"Marketing that Works" is a quick read that provides very valuable insight into how to properly position your company, product, services, etc... The examples that are used are both personal triumphs (and failures) of the authors as well as companies that you've probably heard of (or should have, had the companies heeded the advice in Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company).
If you are thinking big, then even one small kernel of guidance from Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company will pay you back in spades and more than cover the cost of the book. I am already applying some of the wisdom the book imparts to my current entrepreneurial enterprise and can see a significant difference in how I will successfully sell my product. And when I do, I expect my company to be mentioned in the Second ... Read More
The Power of "Entrepreneurial Marketing"
Marketing "works" if it creates or increases demand for whatever is offered for sale, be it a product, a service, or both. Hence the importance of Peter Drucker's widely quoted observation, "If you don't have a customer, you don't have a business." In fact, you don't have (or won't have for long) a business if you don't have enough customers who purchase enough of what you offer, for a sufficient profit. In this volume, the co-authors (Leonard M. Lodish, Howard L. Morgan, and Shellye Archambeau) explain how entrepreneurial marketing can add sustainable value to any sized company. The term "entrepreneurial" refers to a mindset that stresses speed, agility, resilience, independence, unorthodox, etc. In other words, what Jay Conrad Levinson ... Read More
How marketing should be done
I must confess that I have historically had a low opinion of the marketing people that I have firsthand knowledge of. They always seemed to be overstating glad-handers, over-promising to land potential customers and not really interested in learning how difficult it is to implement their promises. When I was writing code full-time, we referred to it as the "couldn't you just" condition. As in "couldn't you just put in this feature" and ignoring any rational response explaining that while the feature appears simple, it could take weeks to add it to the software. I was personally the recipient of a marketing person telling everyone how I was negatively cynical and not a team player when I strongly voiced my objections to an absurd promise that the ... Read More
