Pricing and Positioning for Entrepreneurial Marketers [Archive.org URL]

According to Wharton marketing professor Leonard M. Lodish, “positioning and pricing are the most important entrepreneurial marketing decisions that you can make … Before you go out and raise a lot of money, before you invest in research and development, before you start spending serious money, you must find out if there is a demand for your product and whether or not you can price it so you can make money.” It was back to school for participants at the Wharton Marketing Conference who turned out to hear Lodish’s primer on how to combine entrepreneurial aspirations with savvy marketing.

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