Marketing That Works

Marketing That Works

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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 booka€™s techniques are relentlessly entrepreneurial: designed to deliver results fast, with limited financial resources and staff support. They draw on the authorsa€™ decades of research and consulting, their cutting-edge work in Whartona€™s legendary Entrepreneurial Marketing classes, and their exclusive new survey of the Inc. 500a€™s fastest-growing companies. Whether youa€™re launching a startup or working inside a huge global enterprise, this will help you optimize every marketing investment you make. Youa€™ll learn how to target the right customer, deliver the right added value, and make sure your customers will pay a premium for ita€“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, promotiona€“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 a€“and read it today. Includes online access to state-of-the-art marketing allocation software!How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company Leonard M. Lodish, Howard L. Morgan, ... It is well known in the industry that a point of purchase display is typically the most impactful lever that draws ... There are typically very significant costs for purchasing or developing distribution channels, but for very niche products, or a very broad product line, it may make sense.

Title:Marketing That Works
Author:Leonard M. Lodish, Howard L. Morgan, Shellye Archambeau
Publisher:Pearson Education - 2007-03-21


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