Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company

by Leonard M. Lodish, Howard L. Morgan, Shellye Archambeau

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 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 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!

Genres: Business

318 pages, Hardcover

First published March 1, 2007

Reviews

[Cesar Salas · Rating 4 out of 5]

Good reading

Well structured and organized, although using mostly IS companies as examples, it is a good introduction to the marketing for entrepreneurs topic.

[Robert · Rating 5 out of 5]

Marketing "works" if it creates or increases demand for whatever is offered for sale, be it a product, a service, or both. Hence the importance of Peter Drucker's widely quoted observation, "If you don't have a customer, you don't have a business." In fact, you don't have (or won't have for long) a business if you don't have enough customers who purchase enough of what you offer, for a sufficient profit. In this volume, the co-authors (Leonard M. Lodish, Howard L. Morgan, and Shellye Archambeau) explain how entrepreneurial marketing can add sustainable value to any sized company. The term "entrepreneurial" refers to a mindset that stresses speed, agility, resilience, independence, unorthodox, etc. In other words, what Jay Conrad Levinson characterizes as "guerilla marketing."

It is important to keep in mind that the sales mindset and the marketing mindset are quite different, and those differences must be fully understood and (yes) respected. That said, it is also imperative that - as the authors correctly insist - "marketing needs to be in lock-step with sales" to sustain effective and productive communication, cooperation, and most important of all, collaboration if both marketing and sales are to be successful.

[Đoko · Rating 5 out of 5]

I've never expected to get excited by a book about marketing.
Obviously my opinion on this regard has been totally wrong and I didn't have the right to have such a miseducated judgement.

The best thing about this book is the fact, that it addresses directly the people with entrepreneurial mind-set.
In opposite to the conventional books, which one stumbles upon while pursuing a university degree, "Marketing that works" delivers very purified data. It is related to the praxis and each chapter makes very precise suggestions how to optimise certain activities.

Each chapter tackles a different topic. The reader is able to form a very saturated, well rounded picture about all the main aspects of a venture.
Definitely a great read to everyone, who has a solution-oriented way of thinking and solving tasks.

[Lori Grant · Rating 5 out of 5]

A must-read book on marketing for the knowledge worker, manager, executive, or entrepreneur.