Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course

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John Wiley & Sons, Mar 14, 2002 - Business & Economics - 288 pages
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The first and only guide to a subject of vital interest to every entrepreneur
Written by an author team that brings together the expertise of two leading Wharton academics and an entrepreneurial superstar, Entrepreneurial Marketing arms entrepreneurs with cutting-edge marketing approaches-including the latest Web-based segmentation and positioning techniques-that will provide their new ventures with solid foundations on which to build, grow, and thrive.
  • The first book devoted exclusively to marketing strategies for new entrepreneurial ventures
  • Covers cutting-edge strategies for finding, exploiting, and even creating powerful niche marketing opportunities for new ventures on the Internet
 

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Contents

CHAPTER 1 Positioning Targeting and Segmentation
1
CHAPTER 2 Selecting Developing and Evaluating New Products and Services
17
CHAPTER 3 Entrepreneurial Pricing Decisions
41
CHAPTER 4 Public Relations and Publicity
65
CHAPTER 5 Entrepreneurial Distribution Channel Decisions
79
CHAPTER 6 ProductService Rollout
123
CHAPTER 7 Entrepreneurial Sales Management
133
CHAPTER 8 Promotion and Viral Marketing
163
CHAPTER 10 Hiring Is a Marketing Problem
203
CHAPTER 11 Marketing and Raising Capital
211
CHAPTER 12 Building Strong Brands and Strong Entrepreneurial Companies
223
CHAPTER 13 Summary and Conclusions
237
APPENDIX A A Segmentation Audit
245
APPENDIX B Summary of Survey and Findings
249
NOTES
261
INDEX
265

CHAPTER 9 Entrepreneurial Advertising Decisions
175

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Page x - 500" list of the fastest growing private companies in the United States (see the Exhibit, "The Study of Start-ups").

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About the author (2002)

LEONARD LODISH, PhD, is the Samuel R. Harrell Professor of Marketing in the Marketing Department at Wharton. He is also cofounder and Chair of Wharton's Global Consulting Practicum and the innovator of Wharton's MBA Entrepreneurial Marketing course.

HOWARD LEE MORGAN is Vice Chairman of idealab!, the pioneering Internet incubator, and President and founder of the Arca Group, Inc., a consulting and venture capital investment firm.

AMY KALLIANPUR is Assistant Professor of Marketing at the Eli Broad Business School of Michigan State University.

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