Entrepreneurial Marketing: Step One Strategies for New Ventures.

Marketing, more than technology, is most often the reason for success or failure of entrepreneurial ventures. But far too many ventures are started without effective pre-venture marketing strategy and planning. According to venture capitalists, effective marketing can reduce failure rate of new ventures by as much as 60%. The book Entrepreneurial Marketing: Step One Strategies for New Ventures provides cutting-edge marketing paradigms, strategies and tactics that really work under the time, people and resource constraints that entrepreneurs must face. The book describes how to leverage the latest Internet, e-commerce, and computer and communications technologies into winning marketing plans and tactics. The best features of academic and practical approaches to marketing issues are provided by the authors, who collectively combine over 50 years' experience consulting with, and managing, over 40 high-tech entrepreneurial ventures.

By Leonard Lodish, Howard Lee Morgan and Amy Kallianpur. Published by John Wiley & Sons, Inc. (available June 23, 2000)