Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course

by Amy Kallianpur, Leonard M. Lodish, Howard L. Morgan, et al.

This volume deals with marketing strategies for new entrepreneurial ventures. It covers strategies for finding, exploiting and even creating niche marketing opportunities for new ventures on the... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0471382442
• ISBN13: 9780471382447
• Release Date: February 2001
• Publisher: John Wiley & Sons
• Length: 272 Pages
• Weight: 1.25 lbs.
• Dimensions: 1.0" x 6.4" x 9.3"

Customer Reviews

Great Book!!!

This book was required for a class I am currently taking. Although I have not yet finished the course, or book for that matter, it is an awesome resource. The information is clear and broken up in a very logical way. There are small case studies embedded in each chapter which further enhance the principles communicated. This book will probably remain on my bookshelf for reference long after I complete this course and my degree.

A practical book!

This book is worth reading. It is comprehensive and informative including all aspects an entrepreneur should know. It is good to first bring out the importance of positioning, targeting and segmentation, as many decisions mentioned in the following chapters are made depending on it so that money will not be wasted in the unnecessary or wrong areas. The decisions of selecting and developing new products and services, pricing, public relation and publicity, distribution, product and service rollout, sales management, promotion, advertising, hiring, capital raising as well as branding stated in the following chapters are mentioned in details, followed with a lot of examples that are great and realistic. Summaries are given in every chapter. And there are a lot of technical terms given with explanations, making it easier to understand.After reading this book, I am sure that most of you who want to be an entrepreneur or those who already have your own business will know how to continuously improve the perceived value of your business to build distinctive competence, so that you can communicate its value to your target market. In short term, your revenue and profits will increase. In long term, your company will be healthier.

Great book! A real-world, practical guide

Unlike most marketing primers, this book provided a real-world, fact-based approach to marketing your startup. It was packed with examples and good strategies for making your business stand out and succeed. I wish I had it when I started my business -- it would have saved me from learning several lessons the hard way. Well worth the price!