Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course

The first and only guide to a subject of vital interest to every entrepreneur Written by an author team that brings together the expertise of two leading Wharton academics and an entrepreneurial superstar, Entrepreneurial Marketing arms entrepreneurs with cutting-edge marketing approaches-including the latest Web-based segmentation and positioning techniques-that will provide their new ventures with solid foundations on which to build, grow, and thrive. o The first book devoted exclusively to marketing strategies for new entrepreneurial ventures o Covers cutting-edge strategies for finding, exploiting, and even creating powerful niche marketing opportunities for new ventures on the Internet

Amazon Sales Rank: #366200 in Books Published on: 2001-02-15 Original language: English Number of items: 1 Binding: Hardcover 288 pages

From the Inside Flap More often than not, the reason for the success of a new venture isn’t technology–it’s marketing. Marketing plays a crucial role not only in developing, producing, and selling products or services but also in guiding recruiting efforts and raising capital. And yet, far too many ventures are begun without careful pre-venture marketing–which can prove to be a costly and often fatal mistake. Combining the wisdom of successful entrepreneurs with Wharton business expertise, Entrepreneurial Marketing provides entrepreneurs with the marketing concepts, methods, tactics, and strategies that can reduce the failure rate of new ventures by as much as sixty percent. This is the first book to combine sophisticated marketing approaches–such as Web-based segmentation and positioning–with practical guidance on how to apply them in entrepreneurial situations. The authors reveal how to identify and build successful business opportunities–including many in e-commerce–while taking into consideration the constraints of typical entrepreneurial firms, such as limited finances and manpower. Their experience with dozens of companies, as well as the results of their recent survey of Inc. 500 companies conducted with Inc. magazine (detailed here for the first time), lets them offer new insights into the types of marketing programs and distribution channels used in diverse business settings. You’ll discover how adopting entrepreneurial marketing thinking will help you: Answer the crucial "What am I selling to whom?" question through positioning and segmentation Select, develop, and evaluate new products and services and set pricing to maximize profitability Make the most efficient use of P.R. and publicity in launches and initial rollouts Manage sales reps effectively and improve productivity Tackle advertising decisions in tested, "non-traditional" ways Hire and keep the best people Raise the funds you need to succeed The authors also include guerrilla techniques for viral and promotional marketing and creative, leveraged approaches to gaining visibility and name recognition on the Web. You’ll see how to make connections with customers, suppliers, investors, and even stakeholders, as well as learn proven ways to build a strong brand. The book adeptly addresses the key challenges of the new millennium–such as globalization, corporate consolidation, and new governmental regulation–that you must consider when designing your marketing strategy. Featuring real-world company examples, Entrepreneurial Marketing gives your entire business a sound core proposition to build on and shows you how to make the best use of your time, money, and effort in growing your business. From the Back Cover Exploit the powerful marketing/segmentation opportunities for new ventures Marketing is of critical importance to the success of any entrepreneurial venture–and this book gives you the marketing methods, tools, and tactics necessary for successfully building and launching your new business opportunity, especially for e-commerce. Entrepreneurial Marketing combines entrepreneurial expertise with Wharton School business know-how to provide sophisticated marketing approaches that can dramatically reduce the failure rate of new ventures. By adopting entrepreneurial marketing thinking, you’ll master effective ways to: Identify your target market(s) Develop and evaluate new products and services Determine the role of the sales force Get the most from advertising and publicity Utilize the Internet for name recognition and brand building "If you’re unconvinced that marketing makes or breaks entrepreneurial ventures, you’ll change your mind after reading this book. The Internet, global distribution, and consolidation all create new challenges and opportunities for today’s entrepreneurs. The authors offer sound advice and the same kind of solid direction you would pay hundreds of thousands of dollars to buy from a consulting firm. I’ve used many of these techniques, with Len Lodish’s help, to grow our business from 50f the market to over 50%."–Ralph Guild, Chairman and CEO, Interep "This book is filled with valuable and productive concepts, methods, ideas, and paradigms. These concepts have been an important contribution to Synergy’s performance–four consecutive appearances on the Inc. 500 list and a compound growth rate of 80% to current profitable revenue in excess of $20,000,000–all from initial capital of less than $100,000. A must have for entrepreneurs."–Mark Stiffler, Founder and CEO, Synergy, Inc. About the Author LEONARD LODISH, PhD, is the Samuel R. Harrell Professor of Marketing in the Marketing Department at Wharton. He is also cofounder and Chair of Wharton's Global Consulting Practicum and the innovator of Wharton's MBA Entrepreneurial Marketing course. HOWARD LEE MORGAN is Vice Chairman of idealab!, the pioneering Internet incubator, and President and founder of the Arca Group, Inc., a consulting and venture capital investment firm. AMY KALLIANPUR is Assistant Professor of Marketing at the Eli Broad Business School of Michigan State University.

Most helpful customer 6 of 8 people found the following review helpful. I should have written something more useful by Fernando Eldon Oops I run my own company here in Manila and a fresh graduate in college.Id say that this book was pretty disappointing.i expected more of a Wharton professor, instead wrote something everyone Everyone knows Already . First in Chapter 1, has not said anything about "how" to segment the market, niche, ethnicity, demegraphics, psychographic segmentation of the database, behavior, or anything, but just need segment.The emphpasized need is more or less clearly even in the books of Mr. Kotler, or Mr. Clancy, these are already very busy. The same goes for the rest of the book, gave no indication that deeper, only on need, and some basic steps. I would say this book is a good reference for those who have no experience in marketing, or marketing freshman, but not for those seeking a breakthrough in "everybody knows" the conventional practices of marketing 3 4 people found the following review helpful. A practical book! Tai Wing Sze For This book is worth reading. It is complete and includes all aspects of an entrepreneur should know. It is good to perform first the importance of positioning, segmentation and targeting, as many of the decisions mentioned in the following sections are made based on what the money is not wasted on unnecessary or poor areas. Selection decisions and the development of new products and services, pricing, public relations and advertising, sales, product and service delivery, sales management, promotion, advertising, recruitment, fundraising and brand in the chapters that follow are explained listed in detail, followed with great examples that are very realistic and summaries are presented in each chapter. And there are many technical terms with explanations given, so it is easier to read understand.After this book, I'm sure most of you to a contractor or those who already know that to be your own business continuous improvement of to develop the perceived value of your company's distinctive competencies, so that you can communicate the value to your target audience. Short term, the revenues and profits increase. In the long run, your company will be healthier. 5 of 7 people found this review helpful. Great book! A real, practical guide to a customer, unlike most marketing primer, this book provided a real fact-based way to promote your startup, it was filled with good examples and strategies to differentiate your business and succeed are. I wish I had when I started my business - it would have saved me from learning some lessons the hard way. Worth the price! See all 6 reviews ....