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Entrepreneurial marketing Book

Entrepreneurial marketing
Entrepreneurial marketing, Exploit the powerful marketing/segmentation opportunities for new ventures
Marketing is of critical importance to the success of any entrepreneurial venture—and this book gives you the marketing methods, tools, and tactics necessary for successfully bu, Entrepreneurial marketing has a rating of 4.5 stars
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Entrepreneurial marketing, Exploit the powerful marketing/segmentation opportunities for new ventures Marketing is of critical importance to the success of any entrepreneurial venture—and this book gives you the marketing methods, tools, and tactics necessary for successfully bu, Entrepreneurial marketing
4.5 out of 5 stars based on 2 reviews
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  • Entrepreneurial marketing
  • Written by author Leonard M. Lodish,Howard Morgan,Amy Kallianpur
  • Published by New York : Wiley, c2001., 2001/03/23
  • Exploit the powerful marketing/segmentation opportunities for new ventures Marketing is of critical importance to the success of any entrepreneurial venture—and this book gives you the marketing methods, tools, and tactics necessary for successfully bu
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Authors

Preface
Acknowledgments
Ch. 1 Positioning, Targeting, and Segmentation 1
Ch. 2 Selecting, Developing, and Evaluating New Products and Services 17
Ch. 3 Entrepreneurial Pricing Decisions 41
Ch. 4 Public Relations and Publicity 65
Ch. 5 Entrepreneurial Distribution Channel Decisions 79
Ch. 6 Product/Service Rollout 123
Ch. 7 Entrepreneurial Sales Management 133
Ch. 8 Promotion and Viral Marketing 163
Ch. 9 Entrepreneurial Advertising Decisions 175
Ch. 10 Hiring Is a Marketing Problem 203
Ch. 11 Marketing and Raising Capital 211
Ch. 12 Building Strong Brands and Strong Entrepreneurial Companies 223
Ch. 13 Summary and Conclusions 237
App. A A Segmentation Audit 245
App. B: Summary of Survey and Findings 249
Notes 261
Index 265


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