Description

Discover new entrepreneurial marketing strategies and techniques for supercharging profits now, and sustaining competitive advantage for years to come! Marketing That Works 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: 

• Social media and network externalities (Facebook, Twitter, Waze, Vendop, Dropbox)
• Advanced social marketing techniques (Fab, Uber, DogVacay)
• Localisation and micromarketing (Milo.com)
• How to leverage your customer's mass migration to mobile
• Marketing-enabled sales, and the cultivation of customer relationships and communities (MetricStream, Regalix)
• Virality: how you can develop messages that desperately 'want' to spread
• Marketing to the consumerised enterprise
• New approaches to increasing customer retention and strengthening lock in (Amazon Prime, Quidsi, Diapers.com)
• 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 optimise your marketing investments, Marketing That Works 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.

Features

Extensively updated and improved: new ways to develop a winning entrepreneurial marketing strategy in your company – whatever your size, wherever you compete 

• Reflects the newest high-value best practices in PR, promotion, advertising, social, and beyond
• Breakthrough techniques you can actually use: social, mobile, local, micromarketing, enterprise consumerization, retail, crowdfunding, lean startup, and more
• Up-to-the-minute case studies from a new generation of innovators: from Waze and Uber to Amazon Prime
• Now thoroughly integrates key metrics, including Customer Acquisition Cost (CAC) and Customer Lifetime Value (CLV)
• Based on the pioneering MBA-level Entrepreneurial Marketing course created by lead author Leonard Lodish at The Wharton School

Table of Contents

• SECTION ONE:  MARKETING STRATEGY--REFINE YOUR OFFERING AND POSITIONING    
• Chapter 1  Marketing-Driven Strategy to Make Extraordinary Money    
• Chapter 2  Generating, Screening, and Developing Ideas   
• Chapter 3  Entrepreneurial Pricing: An Often-Misused Way to Garner Extraordinary Profit   
• SECTION TWO:  DEMAND-GENERATION AND SALES--LEAD YOUR CUSTOMERS TO YOUR OFFERING    
• Chapter 4 Leverage Public Relations for Maximum Value    
• Chapter 5  Promotion and Viral Marketing to Maximize Sustainable Profitability    
• Chapter 6  Advertising to Build Awareness and Reinforce Messaging    
• Chapter 7  Distribution/Channel Decisions to Solidify Sustainable Competitive Advantage    
• Chapter 8  Sales Management to Add Value    
• Chapter 9  Marketing-Enabled Sales    
• SECTION THREE:  EXECUTION--CULTIVATE THE PEOPLE AND RESOURCES TO MAKE YOUR MARKETING WORK    
• Chapter 10 Create an Ecosystem to Maximize Product/Service Lifetime Profitability    
• Chapter 11  Entrepreneurial Marketing for Building Teams    
• Chapter 12  Marketing for Financing Activities    
• Chapter 13  Building Strong Brands and Strong Companies    
• Index    

Author

Leonard M. Lodish, Ph.D., is Samuel R. Harrell Professor Emeritus of Marketing at The Wharton School. He is cofounder and Leader of Wharton’s Global Consulting Practicum, and innovator of Wharton’s MBA Entrepreneurial Marketing course. His research focuses on marketing decision support systems, marketing experimentation, and entrepreneurial marketing. As an active venture advisor and investor, Len was the first outside board member and helped raise the first investments for Quidsi.com (diapers.com) and Milo.com, and other very successful ventures. He is a cofounder of Musketeer Capital and advisor to a number of venture funds.

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 Loudcloud’s 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 nation’s 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.