Screen LibraryMarketing that works：how entrepreneurial marketing can add sustainable value to any sized company
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| Main Authors: | |
|---|---|
| Group Author: | ; |
| Published: |
Wharton School Pub.,
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| Publisher Address: | Upper Saddle River, N.J. |
| Publication Dates: | c2007. |
| Literature type: | Book |
| Language: | English |
| Subjects: | |
| Carrier Form: | xv, 318 p.: ill. ; 24 cm. |
| ISBN: |
0132390752 (hardback : alk. paper) 9780132390750 (hardback : alk. paper) |
| Index Number: | F27 |
| CLC: | F27 |
| Call Number: | F27/L823 |
| Contents: |
Includes bibliographical references and index. Marketing driven strategy to make extraordinary money -- Generating, screening, and developing ideas -- Entrepreneurial pricing : an often misused way to garner extraordinary profits -- Distribution/channel decisions to solidify sustainable competitive advantage -- Product launch to maximize product/service lifetime profitability -- Entrepreneurial advertising that works : vaguely right or precisely wrong? -- How to leverage public relations for maximum value -- Sales management to add value -- Marketing-enabled sales -- Entrepreneurial promotion and viral marketing to maximize sustainable profitability -- Marketing resource deployment and allocation : the Alloc software -- Entrepreneurial marketing for hiring, growing, and retaining employees -- Marketing for financing activities -- Building strong brands and strong companies. |