Entrepreneurial marketing : lessons from Wharton's pioneering MBA course

Drawing upon their own experience and a newly completed survey of the marketing programs of the Inc. 500 companies (done in conjunction with), the authors present ways to apply marketing approaches to entrepreneurial businesses. The text takes into consideration the money, personnel, and time constraints common to entrepreneurial firms. A sampling of topics includes positioning, targeting, segm…

Blue ocean strategy : how to create uncontested market space and make compet…

Based on a study of 150 strategic moves spanning more than a hundred years and thirty industries, Kim and Mauborgne argue that tomorrow's leading companies will succeed not by battling competitors, but by creating "blue oceans" of uncontested market space ripe for growth. Such strategic moves - termed "value innovation" - create powerful leaps in value for both the firm and its buyers, renderin…

Consumer behavior

Edisi

11th ed.

ISBN/ISSN

9780273787136

Deskripsi Fisik

492 p.: figs., tabs., index.; 27 cm.

Judul Seri

-

No. Panggil

BDB