Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course

Abstract

Preface. Acknowledgments. Positioning, Targeting, and Segmentation. Selecting, Developing, and Evaluating New Products and Services. Entrepreneurial Pricing Decisions. Public Relations and Publicity. Entrepreneurial Distribution Channel Decisions. Product/Service Rollout. Entrepreneurial Sales Management. Promotion and Viral Marketing. Entrepreneurial Advertising Decisions. Hiring Is A Marketing Problem. Marketing and Raising Capital. Building Strong Brands and Strong Entrepreneurial Companies. Summary and Conclusions. Appendix A: A Segmentation Audit. Appendix B: Summary of Survey and Findings. Notes. Index.

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