In Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company (Wharton School Publishing), the focus is on optimizing investments in every aspect of marketing, whether it’s targeting the right customer, delivering added value or generating better product ideas.
Authors Leonard M. Lodish, Howard L. Morgan and Shellye Archambeau offer tools, tactics and strategies that companies can use to differentiate themselves in today’s marketplace. As the authors note, “Marketing, more than technology, is most often the reason for the success or failure of new ventures or new initiatives” in mature corporations.
Knowledge@Wharton has excerpted a section of the book at this link.
The checklist is well worth the read. Enjoy!