Marketing That Works : How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company
Lingua: inglese
Editore: Pearson Education, 2015
- Rilegato
- Usato
Da: Better World Books, Mishawaka, IN, U.S.A.Better World Books
Venditore AbeBooks dal 3 agosto 2006
Condizione: Usato - Buono
EUR 7,40
Quantità: 1 disponibile
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Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.
Codice articolo 15024338-6
- Titolo
- Marketing That Works : How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company
- Autore
- Archambeau, Shellye, Morgan, Howard, Babin, Jeffrey, Lodish, Leonard
- Editore
- Pearson Education
- Anno di pubblicazione
- 2015
- Condizione
- Good
- Rilegatura
- Rilegato
- Lingua
- inglese
- ISBN 10
- 0133993337
- ISBN 13
- 9780133993332
- Edizione
- seconda edizione
- Peso dell'articolo
- 1,499 libbre
- Dimensioni
- N/A
This practical guide shows how to use modern entrepreneurial marketing techniques to differentiate your company in the eyes of customers to achieve sustainable profitability. The authors focus on innovative strategies and tactics, pioneered by some of todays most successful and disruptive companies, including Google, Quidsi (diapers.com), Apple, Victorias Secret, Anki, Pebble, Metricstream, and Warby Parker. These high-impact methods will help entrepreneurs achieve immediate, bottom-line results through more effective marketing.
Based on The Wharton School of the University of Pennsylvanias pioneering Entrepreneurial Marketing course, this edition is fully updated to reflect what works in the marketplace today. Guided by the authors collaboration with dozens of high-growth companies, it offers new insights into which marketing programs and distribution channels are likely to succeed, and how to leverage them in your unique business environmenteven with limited resources.
The authors begin by helping you refine your competitive positioning by clarifying What am I selling to whom? and Why do they care? Next, they guide you through the fundamentals of demand generation via public relations, social media, viral marketing, advertising, distribution, and marketing-enabled sales. Finally, they provide you with valuable tips on how to secure the right human capital resources to build the team you need to succeed. Each of these core concepts is illustrated with real-world anecdotes that provide fresh insights into traditional marketing concepts.
Pragmatic from start to finish, Marketing That Works, Second Edition, is for marketers who care about both long-term strategies and short-term results.
Leverage cutting-edge, entrepreneurial techniques to get your positioning and pricing right
Generate, screen, and develop great new marketing ideas to reach your target audience
Lead your customers to your offeringand motivate them to buy
Cultivate the right people and resources for outstanding execution
This guide offers high-value, low-cost marketing solutions that leverage todays newest trends, tactics, channels, and technologies. It highlights companies that are redefining marketing and illuminates powerful new ways to secure resources, test and execute plans, and build brands.
The authors present practices for getting close to customers, reinforcing positioning, and developing marketing programs. Wherever you compete, this guide will help you grow your sales and profits, and drive more value from every dollar you spend on marketing.
For more information about Marketing That Works, visit www.marketingthatworksbook.com.
Discover new entrepreneurial marketing strategies and techniques for supercharging profits now, and sustaining competitive advantage for years to come! Marketing That Works, Second Edition delivers a comprehensive portfolio of high-value, low-cost marketing solutions that fully leverage today's newest trends, channels, and market opportunities. Based on The Wharton School's pioneering Entrepreneurial Marketing, this edition adds nearly 50% new coverage highlighting new companies that are redefining marketing today, and illuminating emerging approaches to securing resources and promoting your offers.
You'll discover powerful new best practices for social, PR, promotion, advertising, and much more: techniques for getting closer to your customer, reducing acquisition and retention costs, reinforcing positioning and differentiation, and much more. Four cutting-edge marketers present new or extensively revised coverage of:
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Social media and network externalities (Facebook, Twitter, Waze, Vendop, Dropbox)
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Advanced social marketing techniques (Fab, Uber, DogVacay)
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Localization and micromarketing (Milo.com)
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How to leverage your customer's mass migration to mobile
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Marketing-enabled sales, and the cultivation of customer relationships and communities (MetricStream, Regalix)
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Virality: how you can develop messages that desperately "want" to spread
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Marketing to the consumerized enterprise
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New approaches to increasing customer retention and strengthening lock in (Amazon Prime, Quidsi, Diapers.com)
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Financing your marketing: cost effective ways to establish value, including crowdfunding (Pebble), Lean Startup, for quickly building and testing concepts and companies, and accelerators (Y Combinator, DreamIt)
To help you systematically optimize your marketing investments, Marketing That Works, Second Edition integrates Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLV) benchmark metrics throughout.
Wherever you compete no matter how large or small your company is this guide will help you grow sales and profits, strengthen your brand, and drive more value from every dime you spend on marketing.
"Riassunto" può appartenere a un’altra edizione di questo titolo.
Informazioni sull’autore
Howard L. Morgan is cofounder and Partner of First Round Capital, a venture capital investment firm, and founding investor and board member of Idealab. He has served as Professor of Decision Sciences at The Wharton School, as Professor of Computer and Information Sciences at the University of Pennsylvania, as Assistant Professor of Operations Research at Cornell University, and as Visiting Professor at the California Institute of Technology and Harvard Business School.
Shellye Archambeau is CEO of MetricStream, Inc., a recognized global leader in Governance, Risk, and Compliance. She also serves on the boards of directors for Verizon Communications and Nordstrom. She previously served as CMO and EVP of Sales for Loudcloud, Inc., responsible for all global sales and marketing activities. There, she led Loudclouds transformation into an enterprisefocused company while growing sales by 50% year over year. As President of Blockbuster, Inc.s e-commerce division, she was recognized by Internet World as one of the nations Top 25 click-and-mortar executives.
Jeffrey A. Babin is Associate Professor of Practice & Associate Director of Engineering Entrepreneurship at the University of Pennsylvania, and founder and Managing Director of Antiphony Partners, LLC, a strategy consulting firm that helps companies create sustainable value through innovation. He is Senior Project Advisor and Regional Manager of the Wharton Global Consulting Practicum, Advisor for the Wharton Venture Initiation Program, and founding member of the Mid-Atlantic Angel Group.
For more information about Marketing That Works, visit www.marketingthatworksbook.com.
"Descrizione articolo" può appartenere a un’altra edizione di questo titolo.
Better World Books
Mishawaka, IN, U.S.A.
Venditore AbeBooks dal 3 agosto 2006
Tariffe di spedizione nazionale per U.S.A.
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