Cantitate/Preț
Produs
Total produse
Vezi coșul
Entrepreneurial Marketing: How to Develop Customer Demand de Edwin J. Nijssen

Entrepreneurial Marketing: How to Develop Customer Demand

Autor Edwin J. Nijssen
en Limba Engleză Paperback – 15 sep 2021

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.

Citește tot Restrânge

Toate formatele și edițiile

Toate formatele și edițiile Preț Express
Paperback (1) 41100 lei  6-8 săpt.
  Taylor & Francis – 15 sep 2021 41100 lei  6-8 săpt.
Hardback (1) 110668 lei  6-8 săpt.
  Taylor & Francis – 15 sep 2021 110668 lei  6-8 săpt.

Preț: 41100 lei

Nou

Puncte Express: 617
Preț estimativ în valută:
7866€ • 8182$ • 6592£

Carte tipărită la comandă

Livrare economică 13-27 martie

 Adaugă în coș

Wish list
Gift list
Am citit!
Adaugă în listă
Preluare comenzi: 021 569.72.76

Specificații

ISBN-13: 9780367445324
ISBN-10: 0367445328
Pagini: 178
Ilustrații: 10 Tables, black and white; 27 Line drawings, black and white; 27 Illustrations, black and white
Dimensiuni: 156 x 234 x 10 mm
Greutate: 0.33 kg
Ediția:Nouă
Editura: Taylor & Francis
Colecția Routledge
Locul publicării:Oxford, United Kingdom

Public țintă

Postgraduate and Undergraduate

Notă biografică

Edwin J. Nijssen is Professor of Marketing at the Eindhoven University of Technology, the Netherlands.

Cuprins

1. Using marketing to create a new business with radically new ideas  2. Identifying an application and market  3. Detailing the market: Segmentation and positioning to maximise the value of the product application  4. Adoption, diffusion, and understanding lead customers  5. Important competitive and market considerations 6. Market research in entrepreneurial context  7. The customer development process  8. Developing a marketing and sales programme  9. The role of sales in customer development  10. Developing the new firm’s marketing and sales capabilities

Recenzii

‘As a way to augment the "core principles" when teaching marketing this is a useful text. I believe the (relatively) static dimensions of segmentation, positioning and marketing mix for FMCGs and other consumer products can be usefully built upon for specialist cohorts using this text.’
Rebecca Payne, Head of Land and Agribusiness Management, Harper Adams University, UK
‘Marketing for Entrepreneurs requires a very different approach to established businesses. This is under appreciated and the assumptions can result in failure. This is the why Nijssen’s book is so important. He takes the work of Steve Blank to the next stage in terms of providing the marketing tools and approaches that take the start-up through the customer discovery to validation and growth. I use it in both my Master Entrepreneurship programmes and in working with start-ups.’
Mark Copsey, Course Leader MSc Entrepreneurship and Business Development, Leeds Beckett University, UK

Descriere

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.