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Entrepreneurial Marketing : How to Develop Customer Demand by Edwin J. Nijssen is a nonfiction available to read on EtoBox.

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"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 le

Who reads Entrepreneurial Marketing : How to Develop Customer Demand?

Author

Edwin J. Nijssen

Publisher

Routledge/Taylor & Francis Group

Published

2022

Language

EN

ISBN

9781000436433

Category

nonfiction

Subjects

Marketing, Business, Management