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

Acknowledgments

This book is an outgrowth of the Entrepreneurial Marketing Course that Len Lodish teaches in The Wharton School M.B.A. program. Aside from the invaluable help and wise counsel of Howard Morgan and Shellye Archambeau, there are many people who have helped the course and this book. Amy Kallianpur administered the questionnaire and tabulated the results, as well as developed some of the content on franchising. Jill Beraud, the Chief Marketing Officer of Limited Brands, and Len’s student, was very kind to be interviewed about the marketing strategies that made Victoria’s Secret so successful. Yosi Heber provided some very interesting conceptual structure for our discussion of Web search advertising. Lisa Cain designed and built the ...