Building Isn't Enough: The Rest of the Equation for Entrepreneurs - Paperback

Sullivan, Rebecca L.: - Rebecca L. Sullivan has worked in marketing for more than two decades. Her time as an early employee at an adtech startup (acquired by Yahoo) pulled her head-first into the Silicon Valley tech scene. She went on to spend most of her career in the agency world, delivering strategic insights and tactical guidance to some of the world's biggest brands―experience she now translates into practical strategies for businesses of any size. Today, she also brings that expertise to the classroom as a member of the marketing faculty at Michigan State University, where she teaches courses in marketing and consumer insights at both the undergraduate and graduate levels. She's also the founder of Sullivan Behavioral Insights, a boutique consultancy.This is Rebecca's second book for practitioners. Her first, Science, not Sorcery: Behavioral Economics for Marketers, explores the quirks of consumer behavior and how marketers can harness them to be more effective. Her work bridges academic research and real-world strategy, helping entrepreneurs market smarter from the start.