vii, 161 pages : illustrations ; 23 cm
Includes bibliographical references.
"In Beyond Product, marketers Todd Wilms and Jill Soley bring over 50 business leaders, entrepreneurs, and investors together to help founders take their organization through various stages of growth, overcome obstacles and learn from common mistakes. Readers discover: what marketing work needs to happen long before a product is built; when to bring on the first marketing hire; how to find great resources--even on a budget; what founders should focus on at each stage of their growth; how founders can control their exit, even if it is far in the future"--Back cover.
Introduction -- What is marketing? -- Prove the idea -- Prove the product -- Prove the business -- Exit the business -- Hiring and building -- Conclusion.
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