Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course - Hardcover

This is 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. This is the first book devoted exclusively to marketing strategies for new entrepreneurial ventures. It covers cutting-edge strategies for finding, exploiting, and even creating powerful niche marketing opportunities for new ventures on the Internet.

LEONARD LODISH, PhD, is the Samuel R. Harrell Professor of Marketing in the Marketing Department at Wharton. He is also cofounder and Chair of Wharton's Global Consulting Practicum and the innovator of Wharton's MBA Entrepreneurial Marketing course. HOWARD LEE MORGAN is Vice Chairman of idealab!, the pioneering Internet incubator, and President and founder of the Arca Group, Inc., a consulting and venture capital investment firm. AMY KALLIANPUR is Assistant Professor of Marketing at the Eli Broad Business School of Michigan State University.