Wednesday, September 26, 2007

PR in the press is one of the most effective marketing initiatives

Price is a bad competitive weapon

Meet Leonard M. Lodish, the Samuel R. Harrell Professor in the Marketing Department of Wharton School, University of Pennsylvania. Marketing That Works ( http://www.pearsoned.co.in/), a book that he has co-authored with Howard L. Morgan and Shellye Archambeau, takes one through the intricacies of marketing, through entrepreneurial moves, strategies, sales management, product launches and advertising campaign.

Here is Lodish, taking on a few questions that Business Line posed to him over the email.

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