Download Entrepreneurial Marketing: Lessons from Wharton's Pioneering by Leonard M. Lodish, Howard Lee Morgan, Amy Kallianpur PDF

By Leonard M. Lodish, Howard Lee Morgan, Amy Kallianpur

The 1st and merely consultant to an issue of important curiosity to each entrepreneur
Written by means of an writer crew that brings jointly the services of 2 prime Wharton teachers and an entrepreneurial star, Entrepreneurial advertising hands marketers with state of the art advertising approaches-including the newest Web-based segmentation and positioning techniques-that will offer their new ventures with reliable foundations on which to construct, develop, and thrive.
o the 1st ebook committed solely to advertising innovations for brand new entrepreneurial ventures
o Covers state-of-the-art recommendations for locating, exploiting, or even developing strong area of interest advertising possibilities for brand new ventures on the web

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Extra info for Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course

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Educating consumers needs to be done with other marketing activities. com). Some entrepreneurs have registered Internet locations that will be valuable to others who have not yet realized their value. These entrepreneurs intend to sell those locations to the companies who will find them valuable. S. presidential election in 2004. If the name of the company or product is not enough to position it in the customer’s mind, then the next need is for a slogan or byline that succinctly and hopefully memorably hammers home the positioning.

The company was originally named Retailing Insights to reflect their initial product concept. They were going to do Videocart right using the latest technology. Videocart was a computerized shopping cart that was developed and introduced in the early 1990s. The cart would know where it was in a store and let the shopper know about specials and other useful information that depended on the cart ’s location in the store. So if a shopper were in the cereal aisle, the screen on the cart would show the cereal specials for the day.

Qxd 14 1/3/01 2:07 PM Page 14 ENTREPRENEURIAL MARKETING probably added close to a billion dollars of incremental value to their venture since that time. ” Positioning, Names, and Slogans Many entrepreneurs miss positioning opportunities when they name their products, services, and companies. As we will discuss in depth later, entrepreneurs have very limited marketing funds to educate their target markets about the positioning of their products and services. If the names chosen do not themselves connote the appropriate positioning, then the entrepreneur has to spend more funds to educate the market in two ways instead of one.

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