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

Contents;

1. Marketing strategy - Refine your offering
Marketing-driven strategy to make extraordinary money
Generating, screening and developing ideas
Entrepreneurial pricing: An often-misused way to garner extraordinary profits

2. Demand-generation and sales - Lead your customers to your offering
Leverage public relations for maximum value
Promotion and viral marketing to maximize sustainable profitability
Advertising to build awareness and reinforce messaging
Distribution/channel decisions to solidify sustainable competitive advantage
Sales management to add value
Marketing enabled sales

3. Execution - Cultivate the people and resources to make your marketing work
Create an ecosystem to maximize product/service lifetime profitability
Entrepreneurial marketing for building teams
Marketing for financing activities
Building strong brands and strong companies

Includes bibliographical references and index