In Marketing That Works: How Entrepreneurial Marketing Can Add Sustainable Value to Any Sized Company (Wharton School Publishing) the focus is on optimizing investments in every aspect of marketing whether it’s targeting the right customer delivering added value or generating better product ideas. Authors Leonard M. Lodish Howard L. Morgan and Shellye Archambeau offer tools tactics and strategies that companies can use to differentiate themselves in today’s marketplace. As the authors note ”Marketing more than technology is most often the reason for the success or failure of new ventures or new initiatives” in mature corporations.