Basics of Entrepreneurship: Why Start-ups Fail at Marketing -- and Possible S...
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hace 2 años
(02/03/2010) en
Marketing y estrategia
por Wharton University
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Why do more than half of all start-ups fail? Because they bungle their marketing, according to Leonard Lodish,... a professor of marketing at Wharton and co-author of two books, Entrepreneurial Marketing and Marketing That Works. "The dogs won't eat the dog food is the way venture capitalists describe it," Lodish says. The key lies in how a marketing plan is crafted. In this installment of the podcast series for the Wharton-CERT Business Plan Competition, Lodish explains that marketing plans must take into account three critical strategic and tactical factors: positioning, targeting and pricing.
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