Book description
Discover New Entrepreneurial Marketing Strategies for
Supercharging Profits and Sustaining Competitive
Advantage!
This practical guide shows how to use modern entrepreneurial
marketing techniques to differentiate your company in the eyes of
customers to achieve sustainable profitability. The authors focus
on innovative strategies and tactics, pioneered by some of
today’s most successful and disruptive companies, including
Google, Quidsi (diapers.com), Apple, Victoria’s Secret, Anki,
Pebble, Metricstream, and Warby Parker. These high-impact methods
will help entrepreneurs achieve immediate, bottom-line results
through more effective marketing.
Based on The Wharton School of the University of
Pennsylvania’s pioneering Entrepreneurial Marketing course,
this edition is fully updated to reflect what works in the
marketplace today. Guided by the authors’ collaboration with
dozens of high-growth companies, it offers new insights into which
marketing programs and distribution channels are likely to succeed,
and how to leverage them in your unique business
environment—even with limited resources.
The authors begin by helping you refine your competitive
positioning by clarifying “What am I selling to whom?”
and “Why do they care?” Next, they guide you through
the fundamentals of demand generation via public relations, social
media, viral marketing, advertising, distribution, and
marketing-enabled sales. Finally, they provide you with valuable
tips on how to secure the right human capital resources to build
the team you need to succeed. Each of these core concepts is
illustrated with real-world anecdotes that provide fresh insights
into traditional marketing concepts.
Pragmatic from start to finish, Marketing That Works, Second
Edition, is for marketers who care about both long-term
strategies and short-term results.
• Leverage cutting-edge, entrepreneurial techniques to get
your positioning and pricing right
• Generate, screen, and develop great new marketing ideas to
reach your target audience
• Lead your customers to your offering—and motivate
them to buy
• Cultivate the right people and resources for outstanding
execution
This guide offers high-value, low-cost marketing solutions that
leverage today’s newest trends, tactics, channels, and
technologies. It highlights companies that are redefining marketing
and illuminates powerful new ways to secure resources, test and
execute plans, and build brands.
The authors present practices for getting close to customers,
reinforcing positioning, and developing marketing programs.
Wherever you compete, this guide will help you grow your sales and
profits, and drive more value from every dollar you spend on
marketing.
For more information about Marketing That Works, visit
www.marketingthatworksbook.com.
Table of contents
- About This eBook
- Title Page
- Copyright Page
- Dedication Page
- Contents
- Acknowledgments
- About the Authors
- Introduction
-
Section One: Marketing Strategy—Refine Your Offering and Positioning
-
1. Marketing-Driven Strategy to Make Extraordinary Money
- Orvis Company—Excellent Entrepreneurial Positioning
- Positioning to Enhance the Value Proposition
- Getting Started: Segmentation and Targeting
- Gaining the Competitive Advantage: Differentiation
- Tying Together the Value Proposition: Distinctive Competence, Sustainable Competitive Advantage, and Positioning
- Positioning, Names, and Slogans
- Summary
- Endnotes
-
2. Generating, Screening, and Developing Ideas
- Idea Generation and Testing at Idealab
- Evaluating Specific Venture Ideas
-
Dry Tests, Crowdfunding, and Concept Testing: What They Are and Where They Are Best Used
- Getting Customers to Part with Money: The Real Tests of Value
- Victoria’s Secret Uses Their Stores as Test Beds for New Products and Brands
- Testing Purchase Intention: The Concept Test
- How to Do Concept Testing—the “Nuts and Bolts”
- Best Practices and Uses for Concept Testing
- Caveats for Concept Testing
- Trakus: The Value of Concept Testing
- Summary
- Endnotes
-
3. Entrepreneurial Pricing: An Often-Misused Way to Garner Extraordinary Profits
- Determining Price at Warby Parker
-
Pricing to Create and Capture Value
- Price and Perceived Value
- Getting Price Right Early—It’s Hard to Raise Prices Later!
- Perceived Value in Use for Business-to-Business Products
- The SAS Institute, Inc.—Very Effective Management of Perceived Customer Value
- Pricing of Intellectual Property
- What Else Can Impact Price Response?
- Customer-Determined Pricing
- Revisiting Costs in Determining Price
- Methods for Determining Revenue at Alternative Price Levels
- Victoria’s Secret Can Use Its Many Stores for In-Market Experimentation
- Summary
- Endnotes
-
1. Marketing-Driven Strategy to Make Extraordinary Money
-
Section Two: Demand-Generation and Sales—Lead Your Customers to Your Offering
- Endnote
- 4. Leverage Public Relations for Maximum Value
- 5. Promotion and Viral Marketing to Maximize Sustainable Profitability
- 6. Advertising to Build Awareness and Reinforce Messaging
-
7. Distribution/Channel Decisions to Solidify Sustainable Competitive Advantage
- Anki—Emerging from Stealth Mode with Help from Apple
- Making Distribution Decisions
- Required Functions of Any Distribution System
- Owning Your Own Distribution—The Highest Control
- Indirect Distribution and Exclusivity Alternatives
- Intensive Distribution
- Selective Distribution
- Types of Intermediaries—Earn Your Partners in Distribution
- Dynamic Distribution Management
- Franchising: Still Another Distribution Option
- Managing and Anticipating “Channel Conflict”
- Concept Testing to Channel Members
- Summary
- Endnotes
- 8. Sales Management to Add Value
-
9. Marketing-Enabled Sales
- MetricStream, Inc., and the Marketing-Enabled Sales Strategy
- Marketing Tools to Support the Sales Process
- Help Prospects Find You
- Gain Prospect Interest and Trust
- Qualify Prospects and Identify Prospective Buyers
- Drive Toward the Close
- Close the Deal
- Training Is Necessary
- The Relationship Between Marketing and Sales
- Summary
- Endnote
-
Section Three: Execution—Cultivate the People and Resources to Make Your Marketing Work
- Endnote
- 10. Create an Ecosystem to Maximize Product/Service Lifetime Profitability
- 11. Entrepreneurial Marketing for Building Teams
-
12. Marketing for Financing Activities
- Pebble: Preserving Equity with Crowdfunding and Venture Funding
- Financing: A Different Product for a Different Customer
- Product Versus Financial Marketing
- Segmentation of Investors
- Naming
- Pricing—The Value of Your Venture
- Venture Marketing
- Initial Public Offering (IPO)
- Investor Relations
- Summary
- Endnotes
- 13. Building Strong Brands and Strong Companies
- Index
Product information
- Title: Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, Second Edition
- Author(s):
- Release date: July 2015
- Publisher(s): Pearson
- ISBN: 9780133994339
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