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Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to |  |
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Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to | |
Leonard Lodish, Ph.D., is Samuel R. Harrell Professor of Marketing at The Wharton School. He is co-founder and Chair of Wharton’s Global Consulting Practicum, and innovator of Wharton’s MBA Entrepreneurial Marketing course. His research specialties include marketing decision support systems, marketing experimentation, and entrepreneurial marketing. He has consulted with clients ranging from Procter & Gamble and Anheuser-Busch to Tropicana and ConAgra.
Howard L. Morgan is Director and former Vice Chairman of Idealab, the pioneering internet incubator; and founder and partner in First Round Capital, an early stage venture capital firm. He has served as Professor of Decision Sciences at The Wharton School and Professor of Computer and Information Sciences at The Moore School of the University of Pennsylvania, and as Visiting Professor at the California Institute of Technology and Harvard Business School.
Shellye Archambeau is CEO of Metricstream, Inc., a recognized leader in compliance and governance. She previously served as CMO and EVP of Sales for Loudcloud, Inc., responsible for all global sales and marketing activities. There, she led Loudcloud’s transformation into an
enterprise-focused company while growing sales by 50 percent year over year. As President of Blockbuster, Inc.’s e-commerce division, she was recognized by Internet World as one of the nation’s Top 25 click and mortar executives.
Reviewed in 2007oct CHOICE.
Drawing on their combined expertise in marketing and business development, the authors (academics and business professionals) focus on the "entrepreneurial marketing techniques" that can turn a new venture into a success story. Having a good marketing plan is the key. In fact, say the authors, businesses should have multiple plans that target each constituency: customers, users, investors, suppliers, and employees. It is also critical to develop segmentation and positioning strategies: segmentation reveals who buys products, positioning tells why. In addition to examining the "marketing mix" elements (product, price, promotion, place), the authors provide advice on allocating marketing resources, building strong brands, and managing a sales force. Among the businesses cited are Victoria's Secret, Orvis, Priceline.com, and Franklin Electronic Publications. Orvis started out catering to the needs of fly-fishers, and used its customer knowledge and entrepreneurial marketing skills to build a $350 million outdoor products and clothing company. Summing Up: Recommended. Upper-division and graduate marketing and entrepreneur students, faculty, and practitioners. -- P. G. Kishel, Cypress College
The principles and insights outlined in this highly engaging book have been invaluable to me in leading the marketing efforts at Victoria’s Secret Stores as well as on several P&G brands.
—Jill Beraud, Executive Vice President, Marketing/Limited Brands and Victoria’s Secret
Differentiate yourself more effectively, protect yourself against competition, and drive higher margins
Bring entrepreneurial power to distribution, sales management, PR, promotion, advertising, and more
For marketers in every kind of company, from startup to global enterprise
Focus your marketing on what really works—and make the most of every marketing investment!
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 book’s techniques are relentlessly entrepreneurial: designed to deliver results fast, with limited financial resources and staff support. They draw on the authors’ decades of research and consulting, their cutting-edge work in
Wharton’s legendary Entrepreneurial Marketing classes, and their exclusive new survey of the Inc. 500’s fastest-growing companies. Whether you’re launching a startup or working inside a huge global enterprise, this will help you optimize every marketing investment you make. You’ll learn how to target the right customer, deliver the right added value, and make sure your customers will pay a premium for it—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, promotion—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—and read it today.
Includes online access to state-of-the-art marketing allocation software!
ABOUT THE AUTHORS
Leonard Lodish, Ph.D., is Samuel R. Harrell Professor of Marketing at The Wharton School. He is co-founder and Chair of Wharton’s Global Consulting Practicum, and innovator of Wharton’s MBA Entrepreneurial Marketing course. His research specialties include marketing decision support systems, marketing experimentation, and entrepreneurial marketing. He has consulted with clients ranging from Procter & Gamble and Anheuser-Busch to Tropicana and ConAgra.
Howard L. Morgan is Director and former Vice Chairman of Idealab, the pioneering internet incubator; and founder and partner in First Round Capital, an early stage venture capital firm. He has served as Professor of Decision Sciences at The Wharton School and Professor of Computer and Information Sciences at The Moore School of the University of Pennsylvania, and as Visiting Professor at the California Institute of Technology and Harvard Business School.
Shellye Archambeau is CEO of Metricstream, Inc., a recognized leader in compliance and governance. She previously served as CMO and EVP of Sales for Loudcloud, Inc., responsible for all global sales and marketing activities. There, she led Loudcloud’s transformation into an
enterprise-focused company while growing sales by 50 percent year over year. As President of Blockbuster, Inc.’s e-commerce division, she was recognized by Internet World as one of the nation’s Top 25 click and mortar executives.
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 OFTENMISUSED 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
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
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 OFTENMISUSED 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
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
