Startup Marketing Essentials
Pumping Up Competitive Position by Leveraging Competitive Angles
Startups must fight their way into the marketplace without a familiar brand name, big money for flashy advertising campaigns, or large-scale product development programs. This resource will help new businesses and small business owners battle long odds to achieve marketing success. Students learn the essentials from field-tested entrepreneurs who present a simple, actionable framework that markedly improves results.
Gary K. Rhoads, Ph.D. is the Covey Professor of Entrepreneurship at the Marriott School, Brigham Young University.
Michael Swenson, Ph.D. is the Ford Professor of Marketing at the Marriott School, Brigham Young University.
David B. Whitlark, Ph.D. is the J.C. Penney Professor of Marketing at the Marriott School, Brigham Young University.
Rhoads, Swenson, and Whitlark have taught and consulted in Entrepreneurship, Employee Engagement, Marketing Communications, and Business Leadership for over two decades.
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