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Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, Second Edition by Jeffrey Babin, Shellye Archambeau, Howard L. Morgan, Leonard M. Lodish

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Introduction

The Book’s Mission

Truly successful businesses over the long term have achieved greater-than-market levels of profit return to their investors because they have been able to somehow insulate themselves from competitive pressures. If a company cannot insulate itself from competitors, it becomes doomed to market-level rates of return as competitive forces continually attack its profit margins and revenue sources. In this book, we show how entrepreneurial marketing can help firms both large and small to differentiate themselves and insulate themselves from some competitive pressures. The entrepreneurial marketing techniques, concepts, methods, and paradigms we provide will help your venture make more money—extraordinary money—on a ...

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