Marketing That Works高效营销:为任何规模公司增加长期价值的创业营销 pdf mobi txt 2024 电子版 下载

Marketing That Works introduces breakthrough marketing tools, tactics, and strategies for differentiating yourself around key competencies, insulating against competitive pressures, and driving higher, more sustainable profits.

From pricing to PR, advertising to viral marketing, this book’s techniques are relentlessly entrepreneurial: designed to deliver results fast, with limited financial resources and staff support. They draw on the authors’ decades of research and consulting, their cutting-edge work in Wharton’s legendary Entrepreneurial Marketing classes, and their exclusive new survey of the Inc. 500’s fastest-growing companies.

Whether you’re launching a startup or working inside a huge global enterprise, this will help you optimize every marketing investment you make. You’ll learn how to target the right customer, deliver the right added value, and make sure your customers will pay a premium for it—now, and for years to come.

ABOUT THE AUTHORS

ACKNOWLEDGMENTS

INTRODUCTION

CHAPTER 1 MARKETING-DRIVEN STRATEGYTO MAKE EXTRAORDINARY MONEY

CHAPTER 2 GENERATING, SCREENING, AND DEVELOPING IDEAS

CHAPTER 3 ENTREPRENEURIAL PRICING--AN OFTEN-MISUSED WAY TO GARNER EXTRAORDINARY PROFITS

CHAPTER 4 DISTRIBUTION/CHANNEL DECISIONS TO SOLIDIFY SUSTAINABLE COMPETITIVE ADVANTAGE

CHAPTER 5 PRODUCT LAUNCH TO MAXIMIZE PRODUCT/SERVICE LIFETIME PROFITABILITY

CHAPTER 6 ENTREPRENEURIAL ADVERTISING THAT WORKS--VAGUELY RIGHT OR PRECISELY WRONG?

CHAPTER 7 HOW TO LEVERAGE PUBLIC RELATIONS FOR MAXIMUM VALUE

CHAPTER 8 SALES MANAGEMENT TO ADD VALUE

CHAPTER 9 MARKETING-ENABLED SALES

CHAPTER 10 ENTREPRENEURIAL PROMOTION AND VIRAL MARKETING TO MAXIMIZE SUSTAINABLE PROFITABILITY

CHAPTER 11 MARKETING RESOURCE DEPLOYMENT AND ALLOCATION-THE ALLOC SOFTWARE

CHAPTER 12 ENTREPRENEURIAL MARKETING FOR HIRING, GROWING, AND RETAINING EMPLOYEES

CHAPTER 13 MARKETING FOR FINANCING ACTIVITIES

CHAPTER 14 BUILDING STRONG BRANDS AND STRONG OMPANIES

INDEX

Leonard Lodish, Ph.D., is Samuel R. Harrell Professor of Marketing at The Wharton School. He is co-founder and Chair of Wharton’s Global Consulting Practicum, and innovator of Wharton’s MBA Entrepreneurial Marketing course. His research specialties incl

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书籍介绍

The principles and insights outlined in this highly engaging book have been invaluable to me in leading the marketing efforts at Victoria’s Secret Stores as well as on several P&G brands. – Jill Beraud, Executive Vice President, Marketing/Limited Brands and Victoria’s Secret Differentiate yourself more effectively, protect yourself against competition, and drive higher margins Bring entrepreneurial power to distribution, sales management, PR, promotion, advertising, and more For marketers in every kind of company, from startup to global enterprise Focus your marketing on what really works–and make the most of every marketing investment! Marketing That Works introduces breakthrough marketing tools, tactics, and strategies for differentiating yourself around key competencies, insulating against competitive pressures, and driving higher, more sustainable profits. From pricing to PR, advertising to viral marketing, this book’s techniques are relentlessly entrepreneurial: designed to deliver results fast, with limited financial resources and staff support. They draw on the authors’ decades of research and consulting, their cutting-edge work in Wharton’s legendary Entrepreneurial Marketing classes, and their exclusive new survey of the Inc. 500’s fastest-growing companies. Whether you’re launching a startup or working inside a huge global enterprise, this will help you optimize every marketing investment you make. You’ll learn how to target the right customer, deliver the right added value, and make sure your customers will pay a premium for it–now, and for years to come. Build the foundation for extraordinary profit Discover faster, smarter techniques for positioning, targeting, and segmentation Drive entrepreneurial attitude throughout all your marketing functions Master entrepreneurial pricing, advertising, sales management, promotion–and even hiring Maximize the value of all your stakeholder relationships Profit by marketing to investors, intermediaries, employees, partners, and users Generate, screen, and develop better product ideas Engage combat on the right battlefields Launch new products to maximize their lifetime profitability Stage the winning rollout: from fixing bugs to gaining reference accounts Every dime you spend on marketing needs to work harder, smarter, faster. Every dime must differentiate your company based on your most valuable competencies. Every dime must protect you against competitors and commoditization. Every dime must drive higher profits this quarter, and help sustain profitability far into the future. Are your marketing investments doing all that? If not, get Marketing That Works –and read it today . Includes online access to state-of-the-art marketing allocation software! ABOUT THE AUTHORS Leonard Lodish, Ph.D., is Samuel R. Harrell Professor of Marketing at The Wharton School. He is co-founder and Chair of Wharton’s Global Consulting Practicum, and innovator of Wharton’s MBA Entrepreneurial Marketing course. His research specialties include marketing decision support systems, marketing experimentation, and entrepreneurial marketing. He has consulted with clients ranging from Procter & Gamble and Anheuser-Busch to Tropicana and ConAgra. Howard L. Morgan is Director and former Vice Chairman of Idealab, the pioneering internet incubator; and founder and partner in First Round Capital, an early stage venture capital firm. He has served as Professor of Decision Sciences at The Wharton School and Professor of Computer and Information Sciences at The Moore School of the University of Pennsylvania, and as Visiting Professor at the California Institute of Technology and Harvard Business School. Shellye Archambeau is CEO of Metricstream, Inc., a recognized leader in compliance and governance. She previously served as CMO and EVP of Sales for Loudcloud, Inc., responsible for all global sales and marketing activities. There, she led Loudcloud’s transformation into an enterprise-focused company while growing sales by 50 percent year over year. As President of Blockbuster, Inc.’s e-commerce division, she was recognized by Internet World as one of the nation’s Top 25 click and mortar executives. 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 OFTENMISUSED 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 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

• 作者：宛在水中央 发布时间：2008-12-13 08:14:58

  为什么会有这样洋洋大观的想象力……

• 作者：Renee 发布时间：2011-10-16 18:28:50

  某一章里面，把应该翻译成“价值观”的“value”这个关键词错误翻译成了“价值”，使得整个章节如此奇怪和不通顺都浑然不知。类似的，还有传播学的经典著作《public opinion》，不知给哪个翻译成了《大众舆论》。“舆”就是“大众的”的意思啊。所以导致书中出现“每个人脑中的舆论”之类的明显的错误句子。

• 作者：？ 发布时间：2020-07-08 13:12:51

  不是很实用。市场上没有完整无缺的蔬菜

• 作者：政法国政人 发布时间：2018-12-25 10:33:47

  12.4

• 作者：方承缄 发布时间：2023-08-10 09:56:46

  因为孩子喜欢，我也试着读了。当我初读这本书时会认为这本书有些幼稚，可是我越往后读越发现柚柚这个小朋友是多么的真实，她有自己的小脾气，喜欢脱颖而出，甚至因为从小生活在上海，初入小城市显得有些“娇气”。但她同时有许多宝贵的品质，她善良，有分寸，乐于众人。分寸感是我认为孩子身上最难得的，柚柚虽然有一些小脾气，但还是尊重爸爸的工作性质，学会坚强独立，这是值得小孩子学习的。

• 作者：启罗米突 发布时间：2014-11-19 21:55:59

  为了跟上范老师的宋史步伐，这本也看了

• 关于天气预报的超级冷知识，您知道几个？

  作者：开心爸爸的日记 发布时间：2020-10-20 20:53:15

  导语

  

  在我们生活中，天气预报可以说是必需品之一了。

  通过天气预报，我们可以知道未来的天气是什么样，从而可以针对性的做出一些提前的安排。比如现在开心爸爸一家人要出门玩的话，一定要看看天气预报。

  要是刮大风下雨或者下雪的话，这次出行计划大概率会取消；要是天气太冷的话，就需要多准备几件衣服以及一些热水；要是天气太热的话，就需要少穿点衣服多带点水，保持体内的水分等等。

  可以说，天气预报给我们的生活带来了很大的便利。

  但不得不说的一点就是，天气预报还真的是预报，出错的概率很高。明明预报的是大雨倾盆，但到时候依旧是艳阳高照；明明说的是天气晴朗万里无云，但却被突如其来的大雨困住了……

  

  这到底是什么原因呢？

  天气预报的冷知识

  其实，这个问题，在这本《1小时读懂天气》的书中，就能得到很好的解答。

  可能大家都不会知道，我们看似平常的天气预报，其实涉及到了一个很高大上的学科一一气象学。

  关于气象的研究，可以追溯到史前人类时代了，他们通过对气候温度的总结，最终得出了一些经验，并且通过各种方式记录了下来，这其实就是最初的天气预报。

  时间推进到现在，天气预报已经是一个综合性的学科了。是一门囊括了气候观察，数理统计，大数据推测等多种知识的学科。

  

  而我们现在所看到的天气预报，都是这样一个个数值组成的。

  比如气温。

  气温是通过测量背阴处的温度，而非阳光直射的地方，所以每次看天气预报的气温时我们都会感到和实际温度有点不一致。其实原因也很简单，如果温度计放在阳光下，很融汇因为发热而出现错误的读数。目前为止，最高气温的世界纪录来自于伊朗的卢特沙漠，高达70.3摄氏度。

  比如预报。

  事实上，现在天气预报的关键在于超级计算机了，他们把来自世界各地的数据输入到事先做好的程序中，经过一系列的模拟运算，最终得到世界各地的天气情况换而言之，我们现在所得到的天气预报，本质上是数据模拟出来的结果。

  

  但再先进的计算机，也很难将大气层和天气系统完全模拟出来，还是会有一些本质上的误差的，而且这种误差会随着天气预报的久远而不断增加。

  所以，我们要想得到相对而言比较准确的预报，3小时内，或者更短时间内的天气预报是个不错的选择。

  最后

  

  其实人类科技发展史，也是一部天气预报精准程度不断增加的历史，我们有理由相信，在不远的将来，天气预报不仅仅是大家出行的一个参考，更多的是一个权威的指导。

  另外，如果您也对天气感兴趣，不妨看看这本《1小时读懂天气》，小开本，知识点精炼无比，一会就能涨很多知识。

• 写给青年的国学入门 ——朱自清《经典常谈》读后

  作者：愚公 发布时间：2014-04-15 16:27:21