This is a very good book that I used in an entrepreneurial marketing class that I taught in the Wake Forest University MBA program. The book as written as the text for Wharton’s legendary Entrepreneurial Marketing classes by Leonard Lodish a noted expert in the field. The techniques in the book when applied can increase the success of your retirement business.
The book describes how to target the correct customer, tactics for marketing that customer, and differentiating your product to best meet the interests of that customer. It covers pricing, targeting, advertising, PR, and digital marketing.
This book is worth spending time absorbing. See:
Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company (paperback)
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