In the right hands, marketing can be a powerful force for innovation, growth, and profit. In Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company, Wharton Professor Leonard Lodish, Howard Morgan, and Shellye Archambeau introduce breakthrough marketing tools, tactics, and strategies for differentiating yourself around key competencies, insulating against competitive pressures, and driving higher, more sustainable profits.

The book draws upon 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. 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.

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.

Related Links

• Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company

• Wharton Executive Education
  
  
• The Wharton School

This month's articles:

• Thought Leaders
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• In the Classroom
  The art of strategic persuasion
  
  
• Senior Management
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• Wharton School Publishing
  Entrepreneurial marketing
  
  
• Education à la Carte
  Access the latest knowledge