Customer Reviews

Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course

5 star:		(3)
4 star:		(1)
3 star:		(1)
2 star:		(0)
1 star:		(1)

 

 

I am handling my own business here in Manila and a fresh grad out of college.Id say this book was quite disappointing.i was expecting something else from a Wharton Prof., instead he wrote something everyone else knows already.First in chapter1, it didnt say anything on "how" to segment your market,such as niches,ethnics,demegraphics,psychographics,database segmentation,behavioral or whatever,instead, it just emphpasized the need to segment.The need is pretty much obvious, even in the books of Mr. Kotler, or Mr. Clancy, these are already very much emphasized. Same with teh rest of the book which did not give any thorough insights, more on just the needs, and some basic steps to follow. I would say this book is a good reference for those with no marketing background, or freshmen in marketing but not for those looking for a breakthrough in the "everyone knows that" conventional marketing practices.

This book is worth reading. It is comprehensive and informative including all aspects an entrepreneur should know. It is good to first bring out the importance of positioning, targeting and segmentation, as many decisions mentioned in the following chapters are made depending on it so that money will not be wasted in the unnecessary or wrong areas.

The decisions of selecting and developing new products and services, pricing, public relation and publicity, distribution, product and service rollout, sales management, promotion, advertising, hiring, capital raising as well as branding stated in the following chapters are mentioned in details, followed with a lot of examples that are great and realistic.

Summaries are given in every chapter. And there are a lot of technical terms given with explanations, making it easier to understand.

After reading this book, I am sure that most of you who want to be an entrepreneur or those who already have your own business will know how to continuously improve the perceived value of your business to build distinctive competence, so that you can communicate its value to your target market. In short term, your revenue and profits will increase. In long term, your company will be healthier.

Unlike most marketing primers, this book provided a real-world, fact-based approach to marketing your startup. It was packed with examples and good strategies for making your business stand out and succeed. I wish I had it when I started my business -- it would have saved me from learning several lessons the hard way. Well worth the price!

really impressed with the service, the price, and the product. overall a good purchasing experience. thanks for being as good as advertised

This book was required for a class I am currently taking. Although I have not yet finished the course, or book for that matter, it is an awesome resource. The information is clear and broken up in a very logical way. There are small case studies embedded in each chapter which further enhance the principles communicated. This book will probably remain on my bookshelf for reference long after I complete this course and my degree.

I bought this book for a marketing class and found some valuable information in it, but the presentation is exceptionally poor. I'm not just talking about the typoes either. Whole sentences and paragraphs are just poorly constructed and in more than a few cases the bad writing obscures what the authors are trying to convey. It's as thought this book was never edited at all. The book hypes itself as a must read for marketers, but really you can very much live without it. Most, if not all, of the information it so poorly presents is available in a wide variety of sources. Ultimately, this book has little depth for something that is such a chore to read.