pioneering collection sustainable advertising

books:

Entrepreneurial Marketing: Lessons from Wharton's Pioneering MBA Course

4 reviews
Leonard M. Lodish, Howard Morgan, ...

Wiley, 2001

Great book! A real-world, practical guide
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!

Building A+ Brands (HBR Article Collection)
Leonard M. Lodish, Carl F. Mela, ...

Harvard Business Review, 2007

Safeguarding your brand equity has become harder than ever. Consumers are buying more non-branded products. Globalizing companies are having difficulty determining which offerings, in which countries, will yield the biggest profits. And many brand managers don't provide the care and feeding that leading brands require--such as making sure all marketing communications deliver a consistent message about a brand. How to protect your brands? Avoid ...

The Advertising and Promotion Challenge: Vaguely Right or Precisely Wrong? (Wharton Executive Library)
Leonard M. Lodish

Oxford University Press, USA, 1986

Too many business executives, argues Leonard Lodish, have no idea how effective their advertising and promotion efforts really are. In this book, he examines a variety of ways such efforts can be tested and arrives at some surprising conclusions that will challenge conventional notions about the way advertising dollars should be spent. Lodish contends that companies too often make judgment on the basis of meeting targeted sales ...

Getting the Most Out of Advertising and Promotion
Magid M. Abraham, Leonard M. Lodish

Harvard Business Review, 1990

A new kind of marketing data enable managers to measure incremental sales of a product due to advertising and promotion. Single-source data correlate actual consumer purchases with corresponding television advertising or promotion events. Single-source data challenge much of the conventional wisdom on advertising. To take advantage of the data, managers must continually examine the appropriate balance between advertising and promotion.

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

6 reviews
Leonard M. Lodish, Howard L. Morgan, ...

Wharton School Publishing, 2007

How marketing should be done
I must confess that I have historically had a low opinion of the marketing people that I have firsthand knowledge of. They always seemed to be overstating glad-handers, over-promising to land potential customers and not really interested in learning how difficult it is to implement their promises. When I was writing code full-time, we referred to it as the "couldn't you just" condition. As in ...

If Brands Are Built over Years, Why Are They Managed over Quarters?
Leonard M. Lodish, Carl F. Mela

Harvard Business Review, 2007

Brands are on the wane. Many consumer goods companies blame the big-box discount retailers, but the Wharton School's Leonard Lodish and the Fuqua School's Carl Mela have a different explanation. Their research suggests that companies have damaged their brands by investing too much in short-term price promotions and too little in long-term brand building. To rescue their brands and increase profitability, corporate managers must arm themselves ...