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Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course by Leonard M. Lodish, Howard Lee Morgan and Amy Kallianpur

By: Lodish, Leonard M.
Contributor(s): Kallinpur, Amy | Morgan, Howard Lee.
Material type: materialTypeLabelBookPublisher: New York John Wiley & Sons, Inc. 2001Description: 272p.ISBN: 9780471382447.Subject(s): Entrepreneurial MarketingDDC classification: 658.022
List(s) this item appears in: entrepreneurial Marketing
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Item type Current location Collection Call number Status Date due Barcode Item holds
Book Book Institute of Management
General 658.022 LOD (Browse shelf) Checked out 20/09/2019 M12586
Total holds: 0

Contents Chapter 1: Positioning, Targeting and Segmentation Chapter 2: Selecting, Developing and Evaluation New Products and Service Chapter 3: Entrepreneurship Pricing Decision Chapter 4: Public Relations and Publicity Chapter 5: Entrepreneurial Distribution Channel Decisions Chapter 6: Product / Service Rollout Chapter 7: Entrepreneurial Sales Management Chapter 8: Promotion and Viral Marketing Chapter 9: Entrepreneurial Advertising Decisions Chapter 10: Hiring is a Marketing Problem Chapter 11: Marketing and Raising Capital Chapter 12: Building Strong Brands and Strong Entrepreneurial Companies Chapter 13: Summary and Conclusions Appendix A: A Segmentation Audit Appendix B: Summary of Survey and Findings Notes

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