Binding: Paperback
Description: How do you sell an innovative product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that have the power to change the marketplace. Existing market research data will be largely irrelevant in these cases making sales and marketing of innovative new products especially challenging to entrepreneurs. Entrepreneurial Marketing focuses on this challenge. Classic core marketing concepts such as segmentation positioning and the marketing mix undergo an extreme makeover in the context of innovative products hitting the market. Edwin J. Nijssen stresses principles of affordable loss experimentation and adjustment for emerging opportunities as well as cooperation with first customers. Containing many marketing examples of successful and cutting - edge innovations (including links to websites and videos) useful lists of key issues and instructions on how to make a one - page marketing plan Entrepreneurial Marketing provides a vital guide to successfully developing customer demand and a market for innovative new products. This third edition has been thoroughly expanded including: Expanded content on leveraging digital technologies and their new business models More practical tools such as coverage of the Lean Canvas model Updated references cases and new examples throughout; and Updated online resources This book equips advanced undergraduate and postgraduate students of marketing strategy entrepreneurial marketing and entrepreneurship with the fundamental tools to succeed in marketing.
Title: Entrepreneurial Marketing How To Develop Customer Demand
Author(s): Nijssen Edwin J.
Publisher: Taylor & Francis Ltd
Barcode: 9780367445324
Pages: 164 Pages, 10 Tables, Black And White; 27 Line Drawings, Black And White; 27 Illustrations, Black An
Publication Date: 9/15/2021
Category: Sales & Marketing Management