Marketing that works : how entrepreneurial marketing can add sustainable value to any sized company / Leonard M. Lodish . . . [et al.].
Publisher: Old Tappan, New Jersey : Pearson Education, [2016]Copyright date: ©2016Edition: 2nd editionDescription: xx, 376 p. : ill. ; 24 cmISBN:- 9780133993332
- 0133993337
- 22 658.87 MAR
Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
---|---|---|---|---|---|---|
Book Open Access | Science and Education Library | 658.87 MAR (Browse shelf(Opens below)) | 1 | Available | NAGL22022824 |
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
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