Availability: Marketing that works | Technische Universität München

Marketing that works: how entrepreneurial marketing can add sustainable value to any sized company

Saved in:

Bibliographic Details
Main Author:	Lodish, Leonard M. (Author)
Format:	Book
Language:	English
Published:	Upper Saddle River, N.J. Wharton School Publ. 2007
Edition:	Draft manuscript
Subjects:	Unternehmen New business enterprises > Management Business enterprises > Management Marketing > Management Entrepreneurship Marketing Unternehmensgründung
Links:	http://www.loc.gov/catdir/toc/ecip075/2006038980.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016605470&sequence=000008&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
Physical Description:	XV, 318 S. Ill., graph. Darst. 24 cm
ISBN:	0132390752 9780132390750 9780137021338 013702133X

Staff View

MARC


LEADER	00000nam a2200000zc 4500
001	BV023423070
003	DE-604
005	20110502
007	t\|
008	080730s2007 xxuad\|\| \|\|\|\| 00\|\|\| eng d
010			\|a 2006038980
020			\|a 0132390752 \|c hardback : alk. paper \|9 0-13-239075-2
020			\|a 9780132390750 \|9 978-0-13-239075-0
020			\|a 9780137021338 \|c paperback \|9 978-0-13-702133-8
020			\|a 013702133X \|c paperback \|9 0-13-702133-X
035			\|a (OCoLC)634555608
035			\|a (DE-599)BVBBV023423070
040			\|a DE-604 \|b ger \|e aacr
041	0		\|a eng
044			\|a xxu \|c US
049			\|a DE-384 \|a DE-83 \|a DE-2070s
050		0	\|a HD62.5
082	0		\|a 658.8
084			\|a QP 600 \|0 (DE-625)141905: \|2 rvk
100	1		\|a Lodish, Leonard M. \|e Verfasser \|4 aut
245	1	0	\|a Marketing that works \|b how entrepreneurial marketing can add sustainable value to any sized company \|c Leonard M. Lodish ; Howard L. Morgan ; Shellye Archambeau
250			\|a Draft manuscript
264		1	\|a Upper Saddle River, N.J. \|b Wharton School Publ. \|c 2007
300			\|a XV, 318 S. \|b Ill., graph. Darst. \|c 24 cm
336			\|b txt \|2 rdacontent
337			\|b n \|2 rdamedia
338			\|b nc \|2 rdacarrier
650		4	\|a Unternehmen
650		4	\|a New business enterprises \|x Management
650		4	\|a Business enterprises \|x Management
650		4	\|a Marketing \|x Management
650		4	\|a Entrepreneurship
650	0	7	\|a Marketing \|0 (DE-588)4037589-4 \|2 gnd \|9 rswk-swf
650	0	7	\|a Unternehmensgründung \|0 (DE-588)4078599-3 \|2 gnd \|9 rswk-swf
689	0	0	\|a Marketing \|0 (DE-588)4037589-4 \|D s
689	0		\|5 DE-604
689	1	0	\|a Unternehmensgründung \|0 (DE-588)4078599-3 \|D s
689	1	1	\|a Marketing \|0 (DE-588)4037589-4 \|D s
689	1		\|5 DE-604
700	1		\|a Morgan, Howard Lee \|e Sonstige \|4 oth
700	1		\|a Archambeau, Shellye \|e Sonstige \|4 oth
856	4		\|u http://www.loc.gov/catdir/toc/ecip075/2006038980.html \|3 Table of contents only
856	4	2	\|m HBZ Datenaustausch \|q application/pdf \|u http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016605470&sequence=000008&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA \|3 Inhaltsverzeichnis
943	1		\|a oai:aleph.bib-bvb.de:BVB01-016605470

Record in the Search Index

_version_	1819254766090321920
adam_text	CONTENTS ABOUT THE AUTHORS xi ACKNOWLEDGMENTS xiii INTRODUCTION 1 CHAPTER 1 MARKETING-DRIVEN STRATEGY TO MAKE EXTRAORDINARY MONEY 11 CHAPTER 2 GENERATING, SCREENING, AND DEVELOPING IDEAS 35 CHAPTER 3 ENTREPRENEURIAL PRICING—AN OFTEN- MISUSED WAY TO GARNER EXTRAORDINARY PROFITS 59 CHAPTER 4 DISTRIBUTION/CHANNEL DECISIONS TO SOLIDIFY SUSTAINABLE COMPETITIVE ADVANTAGE 87 CHAPTER 5 PRODUCT LAUNCH TO MAXIMIZE PRODUCT/SERVICE LIFETIME PROFITABILITY 131 CHAPTER 6 ENTREPRENEURIAL ADVERTISING THAT WORKS—VAGUELY RIGHT OR PRECISELY WRONG? 145 ix ¦¦¦ MARKETING THAT WORKS CHAPTER 7 HOW TO LEVERAGE PUBLIC RELATIONS FOR MAXIMUM VALUE 179 CHAPTER 8 SALES MANAGEMENT TO ADD VALUE 191 CHAPTER 9 MARKETING-ENABLED SALES 221 CHAPTER 10 ENTREPRENEURIAL PROMOTION AND VIRAL MARKETING TO MAXIMIZE SUSTAINABLE PROFITABILITY 239 CHAPTER 11 MARKETING RESOURCE DEPLOYMENT AND ALLOCATION—THE ALLOC SOFTWARE 253 CHAPTER 12 ENTREPRENEURIAL MARKETING FOR HIRING, GROWING, AND RETAINING EMPLOYEES 273 CHAPTER 13 MARKETING FOR FINANCING ACTIVITIES 281 CHAPTER 14 BUILDING STRONG BRANDS AND STRONG COMPANIES 295 INDEX 309
any_adam_object	1
author	Lodish, Leonard M.
author_facet	Lodish, Leonard M.
author_role	aut
author_sort	Lodish, Leonard M.
author_variant	l m l lm lml
building	Verbundindex
bvnumber	BV023423070
callnumber-first	H - Social Science
callnumber-label	HD62
callnumber-raw	HD62.5
callnumber-search	HD62.5
callnumber-sort	HD 262.5
callnumber-subject	HD - Industries, Land Use, Labor
classification_rvk	QP 600
ctrlnum	(OCoLC)634555608 (DE-599)BVBBV023423070
dewey-full	658.8
dewey-hundreds	600 - Technology (Applied sciences)
dewey-ones	658 - General management
dewey-raw	658.8
dewey-search	658.8
dewey-sort	3658.8
dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
edition	Draft manuscript
format	Book
fullrecord	<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim"><record><leader>02201nam a2200553zc 4500</leader><controlfield tag="001">BV023423070</controlfield><controlfield tag="003">DE-604</controlfield><controlfield tag="005">20110502 </controlfield><controlfield tag="007">t\|</controlfield><controlfield tag="008">080730s2007 xxuad\|\| \|\|\|\| 00\|\|\| eng d</controlfield><datafield tag="010" ind1=" " ind2=" "><subfield code="a">2006038980</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">0132390752</subfield><subfield code="c">hardback : alk. paper</subfield><subfield code="9">0-13-239075-2</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780132390750</subfield><subfield code="9">978-0-13-239075-0</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">9780137021338</subfield><subfield code="c">paperback</subfield><subfield code="9">978-0-13-702133-8</subfield></datafield><datafield tag="020" ind1=" " ind2=" "><subfield code="a">013702133X</subfield><subfield code="c">paperback</subfield><subfield code="9">0-13-702133-X</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(OCoLC)634555608</subfield></datafield><datafield tag="035" ind1=" " ind2=" "><subfield code="a">(DE-599)BVBBV023423070</subfield></datafield><datafield tag="040" ind1=" " ind2=" "><subfield code="a">DE-604</subfield><subfield code="b">ger</subfield><subfield code="e">aacr</subfield></datafield><datafield tag="041" ind1="0" ind2=" "><subfield code="a">eng</subfield></datafield><datafield tag="044" ind1=" " ind2=" "><subfield code="a">xxu</subfield><subfield code="c">US</subfield></datafield><datafield tag="049" ind1=" " ind2=" "><subfield code="a">DE-384</subfield><subfield code="a">DE-83</subfield><subfield code="a">DE-2070s</subfield></datafield><datafield tag="050" ind1=" " ind2="0"><subfield code="a">HD62.5</subfield></datafield><datafield tag="082" ind1="0" ind2=" "><subfield code="a">658.8</subfield></datafield><datafield tag="084" ind1=" " ind2=" "><subfield code="a">QP 600</subfield><subfield code="0">(DE-625)141905:</subfield><subfield code="2">rvk</subfield></datafield><datafield tag="100" ind1="1" ind2=" "><subfield code="a">Lodish, Leonard M.</subfield><subfield code="e">Verfasser</subfield><subfield code="4">aut</subfield></datafield><datafield tag="245" ind1="1" ind2="0"><subfield code="a">Marketing that works</subfield><subfield code="b">how entrepreneurial marketing can add sustainable value to any sized company</subfield><subfield code="c">Leonard M. Lodish ; Howard L. Morgan ; Shellye Archambeau</subfield></datafield><datafield tag="250" ind1=" " ind2=" "><subfield code="a">Draft manuscript</subfield></datafield><datafield tag="264" ind1=" " ind2="1"><subfield code="a">Upper Saddle River, N.J.</subfield><subfield code="b">Wharton School Publ.</subfield><subfield code="c">2007</subfield></datafield><datafield tag="300" ind1=" " ind2=" "><subfield code="a">XV, 318 S.</subfield><subfield code="b">Ill., graph. Darst.</subfield><subfield code="c">24 cm</subfield></datafield><datafield tag="336" ind1=" " ind2=" "><subfield code="b">txt</subfield><subfield code="2">rdacontent</subfield></datafield><datafield tag="337" ind1=" " ind2=" "><subfield code="b">n</subfield><subfield code="2">rdamedia</subfield></datafield><datafield tag="338" ind1=" " ind2=" "><subfield code="b">nc</subfield><subfield code="2">rdacarrier</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Unternehmen</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">New business enterprises</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Business enterprises</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Marketing</subfield><subfield code="x">Management</subfield></datafield><datafield tag="650" ind1=" " ind2="4"><subfield code="a">Entrepreneurship</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="650" ind1="0" ind2="7"><subfield code="a">Unternehmensgründung</subfield><subfield code="0">(DE-588)4078599-3</subfield><subfield code="2">gnd</subfield><subfield code="9">rswk-swf</subfield></datafield><datafield tag="689" ind1="0" ind2="0"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="0" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="689" ind1="1" ind2="0"><subfield code="a">Unternehmensgründung</subfield><subfield code="0">(DE-588)4078599-3</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2="1"><subfield code="a">Marketing</subfield><subfield code="0">(DE-588)4037589-4</subfield><subfield code="D">s</subfield></datafield><datafield tag="689" ind1="1" ind2=" "><subfield code="5">DE-604</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Morgan, Howard Lee</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="700" ind1="1" ind2=" "><subfield code="a">Archambeau, Shellye</subfield><subfield code="e">Sonstige</subfield><subfield code="4">oth</subfield></datafield><datafield tag="856" ind1="4" ind2=" "><subfield code="u">http://www.loc.gov/catdir/toc/ecip075/2006038980.html</subfield><subfield code="3">Table of contents only</subfield></datafield><datafield tag="856" ind1="4" ind2="2"><subfield code="m">HBZ Datenaustausch</subfield><subfield code="q">application/pdf</subfield><subfield code="u">http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016605470&sequence=000008&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA</subfield><subfield code="3">Inhaltsverzeichnis</subfield></datafield><datafield tag="943" ind1="1" ind2=" "><subfield code="a">oai:aleph.bib-bvb.de:BVB01-016605470</subfield></datafield></record></collection>
id	DE-604.BV023423070
illustrated	Illustrated
indexdate	2024-12-20T13:16:01Z
institution	BVB
isbn	0132390752 9780132390750 9780137021338 013702133X
language	English
lccn	2006038980
oai_aleph_id	oai:aleph.bib-bvb.de:BVB01-016605470
oclc_num	634555608
open_access_boolean
owner	DE-384 DE-83 DE-2070s
owner_facet	DE-384 DE-83 DE-2070s
physical	XV, 318 S. Ill., graph. Darst. 24 cm
publishDate	2007
publishDateSearch	2007
publishDateSort	2007
publisher	Wharton School Publ.
record_format	marc
spellingShingle	Lodish, Leonard M. Marketing that works how entrepreneurial marketing can add sustainable value to any sized company Unternehmen New business enterprises Management Business enterprises Management Marketing Management Entrepreneurship Marketing (DE-588)4037589-4 gnd Unternehmensgründung (DE-588)4078599-3 gnd
subject_GND	(DE-588)4037589-4 (DE-588)4078599-3
title	Marketing that works how entrepreneurial marketing can add sustainable value to any sized company
title_auth	Marketing that works how entrepreneurial marketing can add sustainable value to any sized company
title_exact_search	Marketing that works how entrepreneurial marketing can add sustainable value to any sized company
title_full	Marketing that works how entrepreneurial marketing can add sustainable value to any sized company Leonard M. Lodish ; Howard L. Morgan ; Shellye Archambeau
title_fullStr	Marketing that works how entrepreneurial marketing can add sustainable value to any sized company Leonard M. Lodish ; Howard L. Morgan ; Shellye Archambeau
title_full_unstemmed	Marketing that works how entrepreneurial marketing can add sustainable value to any sized company Leonard M. Lodish ; Howard L. Morgan ; Shellye Archambeau
title_short	Marketing that works
title_sort	marketing that works how entrepreneurial marketing can add sustainable value to any sized company
title_sub	how entrepreneurial marketing can add sustainable value to any sized company
topic	Unternehmen New business enterprises Management Business enterprises Management Marketing Management Entrepreneurship Marketing (DE-588)4037589-4 gnd Unternehmensgründung (DE-588)4078599-3 gnd
topic_facet	Unternehmen New business enterprises Management Business enterprises Management Marketing Management Entrepreneurship Marketing Unternehmensgründung
url	http://www.loc.gov/catdir/toc/ecip075/2006038980.html http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=016605470&sequence=000008&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT lodishleonardm marketingthatworkshowentrepreneurialmarketingcanaddsustainablevaluetoanysizedcompany AT morganhowardlee marketingthatworkshowentrepreneurialmarketingcanaddsustainablevaluetoanysizedcompany AT archambeaushellye marketingthatworkshowentrepreneurialmarketingcanaddsustainablevaluetoanysizedcompany

Availability

‌

Order via interlibrary loan Table of Contents