Marketing that works: how entrepreneurial marketing can add sustainable value to any sized company
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Upper Saddle River, N.J.
Wharton School Publ.
2007
|
| Ausgabe: | Draft manuscript |
| Schlagworte: | |
| Online-Zugang: | Table of contents only Inhaltsverzeichnis |
| Beschreibung: | XV, 318 S. Ill., graph. Darst. 24 cm |
| ISBN: | 0132390752 9780132390750 9780137021338 013702133X |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing that works |b how entrepreneurial marketing can add sustainable value to any sized company |c Leonard M. Lodish ; Howard L. Morgan ; Shellye Archambeau |
| 250 | |a Draft manuscript | ||
| 264 | 1 | |a Upper Saddle River, N.J. |b Wharton School Publ. |c 2007 | |
| 300 | |a XV, 318 S. |b Ill., graph. Darst. |c 24 cm | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 650 | 4 | |a Unternehmen | |
| 650 | 4 | |a New business enterprises |x Management | |
| 650 | 4 | |a Business enterprises |x Management | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a Entrepreneurship | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
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| 700 | 1 | |a Morgan, Howard Lee |e Sonstige |4 oth | |
| 700 | 1 | |a Archambeau, Shellye |e Sonstige |4 oth | |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-016605470 | ||
Datensatz im Suchindex
| _version_ | 1804137816745050112 |
|---|---|
| adam_text | CONTENTS
ABOUT THE AUTHORS xi
ACKNOWLEDGMENTS xiii
INTRODUCTION 1
CHAPTER 1 MARKETING-DRIVEN STRATEGY TO MAKE
EXTRAORDINARY MONEY 11
CHAPTER 2 GENERATING, SCREENING, AND DEVELOPING
IDEAS 35
CHAPTER 3 ENTREPRENEURIAL PRICING—AN OFTEN-
MISUSED WAY TO GARNER EXTRAORDINARY
PROFITS 59
CHAPTER 4 DISTRIBUTION/CHANNEL DECISIONS TO
SOLIDIFY SUSTAINABLE COMPETITIVE
ADVANTAGE 87
CHAPTER 5 PRODUCT LAUNCH TO MAXIMIZE
PRODUCT/SERVICE LIFETIME
PROFITABILITY 131
CHAPTER 6 ENTREPRENEURIAL ADVERTISING THAT
WORKS—VAGUELY RIGHT OR PRECISELY
WRONG? 145
ix
¦¦¦ MARKETING THAT WORKS
CHAPTER 7 HOW TO LEVERAGE PUBLIC RELATIONS FOR MAXIMUM
VALUE 179
CHAPTER 8 SALES MANAGEMENT TO ADD VALUE 191
CHAPTER 9 MARKETING-ENABLED SALES 221
CHAPTER 10 ENTREPRENEURIAL PROMOTION AND VIRAL MARKETING
TO MAXIMIZE SUSTAINABLE PROFITABILITY 239
CHAPTER 11 MARKETING RESOURCE DEPLOYMENT AND
ALLOCATION—THE ALLOC SOFTWARE 253
CHAPTER 12 ENTREPRENEURIAL MARKETING FOR HIRING, GROWING,
AND RETAINING EMPLOYEES 273
CHAPTER 13 MARKETING FOR FINANCING ACTIVITIES 281
CHAPTER 14 BUILDING STRONG BRANDS AND STRONG
COMPANIES 295
INDEX 309
|
| adam_txt |
CONTENTS
ABOUT THE AUTHORS xi
ACKNOWLEDGMENTS xiii
INTRODUCTION 1
CHAPTER 1 MARKETING-DRIVEN STRATEGY TO MAKE
EXTRAORDINARY MONEY 11
CHAPTER 2 GENERATING, SCREENING, AND DEVELOPING
IDEAS 35
CHAPTER 3 ENTREPRENEURIAL PRICING—AN OFTEN-
MISUSED WAY TO GARNER EXTRAORDINARY
PROFITS 59
CHAPTER 4 DISTRIBUTION/CHANNEL DECISIONS TO
SOLIDIFY SUSTAINABLE COMPETITIVE
ADVANTAGE 87
CHAPTER 5 PRODUCT LAUNCH TO MAXIMIZE
PRODUCT/SERVICE LIFETIME
PROFITABILITY 131
CHAPTER 6 ENTREPRENEURIAL ADVERTISING THAT
WORKS—VAGUELY RIGHT OR PRECISELY
WRONG? 145
ix
¦¦¦ MARKETING THAT WORKS
CHAPTER 7 HOW TO LEVERAGE PUBLIC RELATIONS FOR MAXIMUM
VALUE 179
CHAPTER 8 SALES MANAGEMENT TO ADD VALUE 191
CHAPTER 9 MARKETING-ENABLED SALES 221
CHAPTER 10 ENTREPRENEURIAL PROMOTION AND VIRAL MARKETING
TO MAXIMIZE SUSTAINABLE PROFITABILITY 239
CHAPTER 11 MARKETING RESOURCE DEPLOYMENT AND
ALLOCATION—THE ALLOC SOFTWARE 253
CHAPTER 12 ENTREPRENEURIAL MARKETING FOR HIRING, GROWING,
AND RETAINING EMPLOYEES 273
CHAPTER 13 MARKETING FOR FINANCING ACTIVITIES 281
CHAPTER 14 BUILDING STRONG BRANDS AND STRONG
COMPANIES 295
INDEX 309 |
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| illustrated | Illustrated |
| index_date | 2024-07-02T21:31:41Z |
| indexdate | 2024-07-09T21:18:19Z |
| institution | BVB |
| isbn | 0132390752 9780132390750 9780137021338 013702133X |
| language | English |
| lccn | 2006038980 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-016605470 |
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| physical | XV, 318 S. Ill., graph. Darst. 24 cm |
| publishDate | 2007 |
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| publisher | Wharton School Publ. |
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| spelling | Lodish, Leonard M. Verfasser aut Marketing that works how entrepreneurial marketing can add sustainable value to any sized company Leonard M. Lodish ; Howard L. Morgan ; Shellye Archambeau Draft manuscript Upper Saddle River, N.J. Wharton School Publ. 2007 XV, 318 S. Ill., graph. Darst. 24 cm txt rdacontent n rdamedia nc rdacarrier Unternehmen New business enterprises Management Business enterprises Management Marketing Management Entrepreneurship Marketing (DE-588)4037589-4 gnd rswk-swf Unternehmensgründung (DE-588)4078599-3 gnd rswk-swf Marketing (DE-588)4037589-4 s DE-604 Unternehmensgründung (DE-588)4078599-3 s Morgan, Howard Lee Sonstige oth Archambeau, Shellye Sonstige oth http://www.loc.gov/catdir/toc/ecip075/2006038980.html Table of contents only HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016605470&sequence=000008&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Lodish, Leonard M. Marketing that works how entrepreneurial marketing can add sustainable value to any sized company Unternehmen New business enterprises Management Business enterprises Management Marketing Management Entrepreneurship Marketing (DE-588)4037589-4 gnd Unternehmensgründung (DE-588)4078599-3 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)4078599-3 |
| title | Marketing that works how entrepreneurial marketing can add sustainable value to any sized company |
| title_auth | Marketing that works how entrepreneurial marketing can add sustainable value to any sized company |
| title_exact_search | Marketing that works how entrepreneurial marketing can add sustainable value to any sized company |
| title_exact_search_txtP | Marketing that works how entrepreneurial marketing can add sustainable value to any sized company |
| title_full | Marketing that works how entrepreneurial marketing can add sustainable value to any sized company Leonard M. Lodish ; Howard L. Morgan ; Shellye Archambeau |
| title_fullStr | Marketing that works how entrepreneurial marketing can add sustainable value to any sized company Leonard M. Lodish ; Howard L. Morgan ; Shellye Archambeau |
| title_full_unstemmed | Marketing that works how entrepreneurial marketing can add sustainable value to any sized company Leonard M. Lodish ; Howard L. Morgan ; Shellye Archambeau |
| title_short | Marketing that works |
| title_sort | marketing that works how entrepreneurial marketing can add sustainable value to any sized company |
| title_sub | how entrepreneurial marketing can add sustainable value to any sized company |
| topic | Unternehmen New business enterprises Management Business enterprises Management Marketing Management Entrepreneurship Marketing (DE-588)4037589-4 gnd Unternehmensgründung (DE-588)4078599-3 gnd |
| topic_facet | Unternehmen New business enterprises Management Business enterprises Management Marketing Management Entrepreneurship Marketing Unternehmensgründung |
| url | http://www.loc.gov/catdir/toc/ecip075/2006038980.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016605470&sequence=000008&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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