Lies Startups Tell Themselves to Avoid Marketing: A No Bullsh*t Guide for Ph.D.s, Lab Rats, Suits, and Entrepreneurs - Softcover

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Sandra Holtzman founded Holtzman Communications, LLC in 1997. She has over 20 years of expertise in virtually every area of pharmaceutical advertising (ethical, OTC, DTC) in every medium and has worked in information technology, nanotech, chemical, emerging and converging technologies, consumer advertising (including the launch team of the Acura car), news, and the feature and industrial film business. Sandra is also the Co-Chair of the New York Chapter of the Licensing Executives Society; marketing columnist for Lab to Wall Street, a webzine focusing on biotechnology with C-level international readership (www.labtowallstreet.com); author of “Websites that Click” in the January 2005 issue of Pharmaceutical Executive; and author of a chapter on marketing in A Comprehensive Guide to Business Incubation, the top-selling book published by the National Business Incubation Association. She lectures about marketing and creating effective web sites, and sits on industry panels. Jean Kondek heads up her own newly launched agency, Black Dog Marketing Services. She has over two decades of experience working as a strategic marketing executive and Creative Director/Copywriter in agencies such as Lintas, Y&R, McCann Erickson, BBDO, and Grey Advertising. During her time on Madison Avenue she worked on well-known national brands such as Nabisco, McNeil Labs, Advil, Dr. Pepper, Tampax, L’Oreal, 7-Eleven, Johnson & Johnson, Miller Beer, Old Milwaukee, AT&T, and Revlon. She has also worked in regional agencies, such as Princeton Communications Group, Inc., where her clients have included startups as well as established companies in the biotech, information technology, and healthcare markets, and on local businesses. She has won numerous awards including a Gold Lion from the Cannes Film Festival for commercials produced for 7-Eleven. Along the way she has taught marketing in community college and creative thinking at the School of Visual Arts in New York City. A