Entrepreneurial marketing : lessons from Wharton's pioneering MBA course
著者
書誌事項
Entrepreneurial marketing : lessons from Wharton's pioneering MBA course
Wiley, c2001
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注記
Includes bibliographical references (p. 261-263) and index
内容説明・目次
内容説明
This is 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. This is the first book devoted exclusively to marketing strategies for new entrepreneurial ventures. It covers cutting-edge strategies for finding, exploiting, and even creating powerful niche marketing opportunities for new ventures on the Internet.
目次
Preface. Acknowledgments. Positioning, Targeting, and Segmentation. Selecting, Developing, and Evaluating New Products and Services. Entrepreneurial Pricing Decisions. Public Relations and Publicity. Entrepreneurial Distribution Channel Decisions. Product/Service Rollout. Entrepreneurial Sales Management. Promotion and Viral Marketing. Entrepreneurial Advertising Decisions. Hiring Is A Marketing Problem. Marketing and Raising Capital. Building Strong Brands and Strong Entrepreneurial Companies. Summary and Conclusions. Appendix A: A Segmentation Audit. Appendix B: Summary of Survey and Findings. Notes. Index.
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