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: BookPublisher: New York John Wiley & Sons, Inc. 2001Description: 272p.ISBN: 9780471382447.Subject(s): Entrepreneurial MarketingDDC classification: 658.022
|Item type||Current location||Collection||Call number||Status||Date due||Barcode||Item holds|
|Book||Institute of Management||General||658.022 LOD (Browse shelf)||Checked out||17/12/2018||M12586|
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