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

Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company
ISBN-10
0133993337
ISBN-13
9780133993332
Category
Business & Economics
Pages
376
Language
English
Published
2015-05-11
Publisher
FT Press
Authors
Leonard M. Lodish, Howard L. Morgan, Shellye Archambeau

Description

Discover new entrepreneurial marketing strategies and techniques for supercharging profits now, and sustaining competitive advantage for years to come! Marketing That Works, Second Edition 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) Localization 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 consumerized 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 optimize your marketing investments, Marketing That Works, Second Edition 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.

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