Publisher's Synopsis
Exploit the powerful marketing/segmentation opportunities for new ventures
Marketing is of critical importance to the success of any entrepreneurial ventureand this book gives you the marketing methods, tools, and tactics necessary for successfully building and launching your new business opportunity, especially for e–commerce. Entrepreneurial Marketing combines entrepreneurial expertise with Wharton School business know–how to provide sophisticated marketing approaches that can dramatically reduce the failure rate of new ventures.
"If you′re unconvinced that marketing makes or breaks entrepreneurial ventures, you′ll change your mind after reading this book. The Internet, global distribution, and consolidation all create new challenges and opportunities for today′s entrepreneurs. The authors offer sound advice and the same kind of solid direction you would pay hundreds of thousands of dollars to buy from a consulting firm. I′ve used many of these techniques, with Len Lodish′s help, to grow our business from 5% of the market to over 50%."
Ralph Guild, Chairman and CEO, Interep
