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003			AE-UQU
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008			230731b |||||||| |||| 00| 0 eng d
010			_a
020			_a9780367445324 _q(paperback)
040			_aDLC _beng _erda _cAE-UQU
082	0	0	_a658.8
100	1		_aNijssen, E. J. _q(Edwin Jacob), _eauthor.
245	1	0	_aEntrepreneurial Marketing : _bhow to develop customer demand / _cEdwin J. Nijssen.
250			_aThird edition.
264		1	_aNew York, NY : _bRoutledge, _c2022.
300			_a164 pages.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aUsing marketing to create a new business with radically new ideas -- Identifying an application and market -- Identifying the market: segmentation and positioning to maximise the value of the product application -- Adoption, diffusion, and understanding lead customers -- Important competitive and market considerations -- Market research -- The customer development process -- Developing a marketing and sales programme -- The role of sales in customer development -- Developing the new firm's marketing and sales capabilities.
520			_a"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"-- _cProvided by publisher.
650		0	_aNew products _xMarketing.
650		0	_aMarketing _xManagement.
650		0	_aEntrepreneurship.
650		0	_aSmall business marketing.
942			_2ddc _cBK
999			_c8093 _d8093