Entrepreneurial Marketing: Wharton MBA Entrepreneurship Course

Author: Leonard Lodish
Publisher:
Publish Date: 2002-09-01
Features: This book emphasizes and highlights major challenges of the new millennium—such as globalization, corporate mergers, and new government regulations—that must be considered when designing marketing strategies. Entrepreneurial Marketing provides key rational advice on how to build a business using real-world company examples, and explains how to effectively utilize time, money, and efforts for business development. Marketing often plays a decisive role in the success of new ventures, and entrepreneurs must always approach every aspect of their entrepreneurial activities from a marketing perspective. Combining extensive research findings and practical experience, the author weaves through the book with the dominant concepts of market positioning and segmentation, exploring how to apply entrepreneurial marketing thinking to make decisions in various areas, including new product development, product pricing, public relations, distribution channels, product promotion, sales and promotional management, advertising management, staff recruitment, financing, and brand management. The concepts and methods provided in this book are highly practical and targeted, offering guidance to entrepreneurs in successfully establishing and managing their own businesses. This book can serve as a textbook for entrepreneurship courses in business management and also holds significant reference value for individuals aspiring to start their own businesses.