Skip to main content Skip to book tools

Startup Marketing Essentials

Pumping Up Competitive Position by Leveraging Competitive Angles


Gary Rhoads
Brigham Young University
Michael Swenson
Brigham Young University
David Whitlark
Brigham Young University
Edition 2
(rev. 71)

Gary K. Rhoads, Ph.D. is the Covey Professor of Entrepreneurship at the Marriott School, Brigham Young University.

Michael Swenson, Ph.D. is the Ford Professor of Marketing at the Marriott School, Brigham Young University.

David B. Whitlark, Ph.D. is the J.C. Penney Professor of Marketing at the Marriott School, Brigham Young University.

Rhoads, Swenson, and Whitlark have taught and consulted in Entrepreneurship, Employee Engagement, Marketing Communications, and Business Leadership for over two decades.

Click here to email us for more information about the book, assignments, and course.

  • Any Device, Any Location, Any Time

    The course reader looks great on desktops, laptops, tablets, phones, and just about any other device. Students are able to read, watch, and listen how, where, and when they want.
  • Embedded, Customizable Assessments

    Your students complete assessments inline with the text, making for a seamless, engaging experience. As the instructor, you can customize existing assessments or create entirely new ones within the text.
  • Advanced Analytics

    Monitor the progress of your class collectively as well as students individually. Course analytics provide you with student engagement and performance in reading, videos, and assessments. Analytics help you focus directly on those topics or students that need it.
  • Flashcards

    Flashcards are a great way to learn the key terms. Each course comes pre-loaded with cards for every term. Students can also make their own to enhance their learning experience.
  • Searchable Glossary

    A searchable glossary is available at any point in the course reader, allowing students to search for any key term they want and jump straight to that word in the text - no matter where they're reading.
  • Highlights and Notes

    Students can highlight the text and make notes throughout the content using their touch screen or mouse.
  • Text, Video, Audio, Assessments

    Course content is provided in multiple ways, allowing your students to learn the way they learn. The HTML5-based course reader works like any other web page--the way the web was meant to be used.