Basics of Entrepreneurship: Why Start-ups Fail at Marketing — and Possible Solutions
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 …
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