The Resource Entrepreneurial marketing : lessons from Wharton's pioneering MBA course, Leonard M. Lodish, Howard Lee Morgan, Amy Kallianpur

Entrepreneurial marketing : lessons from Wharton's pioneering MBA course, Leonard M. Lodish, Howard Lee Morgan, Amy Kallianpur

Label
Entrepreneurial marketing : lessons from Wharton's pioneering MBA course
Title
Entrepreneurial marketing
Title remainder
lessons from Wharton's pioneering MBA course
Statement of responsibility
Leonard M. Lodish, Howard Lee Morgan, Amy Kallianpur
Creator
Contributor
Subject
Language
eng
Summary
"Entrepreneurial Marketing provides entrepreneurs with the marketing concepts, methods, tactics, and strategies that can reduce the failure rate of new ventures by as much as sixty percent. This is the first book to combine sophisticated marketing approaches - such as Web-based segmentation and positioning - with practical guidance on how to apply them in entrepreneurial situations." "The authors include guerrilla techniques for viral and promotional marketing and creative, leveraged approaches to gaining visibility and name recognition on the Web. You'll see how to make connections with customers, suppliers, investors, and even stakeholders, as well as learn proven ways to build a strong brand." "The book addresses the key challenges of the new millennium - such as globalization, corporate consolidation, and new governmental regulation - that you must consider when designing your marketing strategy."--Jacket
Cataloging source
DLC
http://library.link/vocab/creatorName
Lodish, Leonard M
Illustrations
illustrations
Index
index present
LC call number
HD62.5
LC item number
.L63 2001
Literary form
non fiction
Nature of contents
bibliography
http://library.link/vocab/relatedWorkOrContributorDate
1945-
http://library.link/vocab/relatedWorkOrContributorName
  • Morgan, Howard Lee
  • Kallianpur, Amy
http://library.link/vocab/subjectName
  • New business enterprises
  • Marketing
  • Marketing
  • Nouvelles entreprises
  • Nouvelles entreprises
  • Marketing
  • Marketing
  • New business enterprises
  • Entrepreneurship
  • Marketing
  • Strategisches Management
  • Unternehmensgründung
  • Marketing
  • Strategisches Management
Label
Entrepreneurial marketing : lessons from Wharton's pioneering MBA course, Leonard M. Lodish, Howard Lee Morgan, Amy Kallianpur
Instantiates
Publication
Bibliography note
Includes bibliographical references (p. 261-263) and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Promotion and viral marketing
  • Entrepreneurial advertising decisions
  • Hiring is a marketing problem
  • Marketing and raising capital
  • Building strong brands and strong entrepreneurial companies
  • Summary and conclusions
  • Appendix A: A segmentation audit
  • Appendix B: Summary of survey and findings
  • Positioning, targeting, and segmentation
  • Selecting, developing, and evaluating
  • New products and services
  • Entrepreneurial pricing decisions
  • Public relations and publicity
  • Entrepreneurial distribution channel decisions
  • Product/service rollout
  • Entrepreneurial sales management
Dimensions
24 cm
Extent
xvi, 272 pages
Isbn
9780471382447
Lccn
00049644
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)45172827
  • (OCoLC)ocm45172827
Label
Entrepreneurial marketing : lessons from Wharton's pioneering MBA course, Leonard M. Lodish, Howard Lee Morgan, Amy Kallianpur
Publication
Bibliography note
Includes bibliographical references (p. 261-263) and index
Carrier category
volume
Carrier category code
nc
Carrier MARC source
rdacarrier
Content category
text
Content type code
txt
Content type MARC source
rdacontent
Contents
  • Promotion and viral marketing
  • Entrepreneurial advertising decisions
  • Hiring is a marketing problem
  • Marketing and raising capital
  • Building strong brands and strong entrepreneurial companies
  • Summary and conclusions
  • Appendix A: A segmentation audit
  • Appendix B: Summary of survey and findings
  • Positioning, targeting, and segmentation
  • Selecting, developing, and evaluating
  • New products and services
  • Entrepreneurial pricing decisions
  • Public relations and publicity
  • Entrepreneurial distribution channel decisions
  • Product/service rollout
  • Entrepreneurial sales management
Dimensions
24 cm
Extent
xvi, 272 pages
Isbn
9780471382447
Lccn
00049644
Media category
unmediated
Media MARC source
rdamedia
Media type code
n
Other physical details
illustrations
System control number
  • (OCoLC)45172827
  • (OCoLC)ocm45172827

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