xi, 225 p. : ill. ; 25 cm.
Includes bibliographical references and index.
Part I: Introduction
Ch.1 Poor marketing strategies cause new business failures
Part II: Characteristics of successful marketing strategies
Ch.2 Screening condition I: Do you have a complete marketing strategy? Do the elements of your marketing strategy create synergy?
Ch.3 Screening condition II: Do you use marketing elements that can cause significant time delays in the execution of your marketing strategy?
Ch.4 Screening condition III: Is your marketing strategy compatible with a small marketing budget?
Ch.5 Screening condition IV: Will your marketing strategy be capable of defending itself against strong counterattacks by well-established competitors?
Part III: Creating your successful marketing strategy
Ch.6 Make certain your marketing strategywill have a good chance of being successful
Readers will come away understanding how to create a complete, synergistic marketing strategy with the characteristics and elements associated with successful start-ups, as well as an understanding of the sophisticated marketing strategy characteristics that lead to longevity in the marketplace. They will learn how to avoid errors that create lengthy delays in revenue generation or prematurely drain cash, and how to defend against large, well-established competitors.
34.00 BUS MGMT (10-102-3) BUS ED GEN (99-BEG-9)