BOOK DOWNLOAD

Entrepreneurial Marketing: How to Develop Customer Demand

20.00$
Entrepreneurial Marketing: How to Develop Customer Demand
BOOK DOWNLOAD

Entrepreneurial Marketing: How to Develop Customer Demand

20.00$

3rd Edition 

by Edwin J. Nijssen (Author) 

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.

Year:
2022
Pages:
178
Language:
English
Format:
PDF
Size:
10 MB
Publisher:
Routledge
ISBN-10:
0367445328, 036744531X
ISBN-13:
978-0367445324, 978-0367445317, 9780367445324, 9780367445317
ASIN:
B09B8YR5Q8
Tag:
Download Book Entrepreneurial Marketing: How to Develop Customer Demand 3rd Edition