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    Entrepreneurial Marketing How to Develop Customer Demand, 3rd Edition

    11-08-2021, 02:50 | Category: Ebook | Views: 71 |


    https://i115.fastpic.org/big/2021/0801/01/421c8b934130e6e0be728de50e548601.jpeg
    English | 2021 | ISBN: 0367445328 | 179 pages | True PDF | 9.85 MB
    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 Marketingfocuses 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 Marketingprovides 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.


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