Lodish L.M., Morgan H., Kallianpur A. Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course

Wiley, 2001. - 288 pages.The first and only guide to a subject of vital interest to every entrepreneur. Written by an author team that brings together the expertise of two leading Wharton academics and an entrepreneurial superstar, Entrepreneurial Marketing arms entrepreneurs with cutting-edge marketing approaches-including the latest Web-based segmentation and positioning techniques-that will provide their new ventures with solid foundations on which to build, grow, and thrive.The first book devoted exclusively to marketing strategies for new entrepreneurial ventures
Covers cutting-edge strategies for finding, exploiting, and even creating powerful niche marketing opportunities for new ventures on the Internet