Entrepreneurial Marketing: An Effectual Approach
Language: English
Published by Routledge, 2017
- Softcover
- Used
Seller: World of Books Inc, Montgomery, IL, U.S.A.World of Books Inc
AbeBooks seller since March 23, 2026
Condition: Used - Good
£ 8.34
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Add to basketItem description from seller
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 on the Internet), useful lists of key issues and instructions on how to make a one-page marketing plan, Entrepreneurial Marketing: An Effectual Approach provides a vital guide to successfully developing customer demand and a market for innovative new products. This second edition has been thoroughly expanded with: a one-page marketing plan which now focuses on the three entrepreneurial challenges that can be easily adapted;coverage of the customer development process; andupdated references and new examples. This book provides students and entrepreneurs with the fundamental tools to succeed in marketing. …
Seller Inventory # CIN1138712914G
- Title
- Entrepreneurial Marketing: An Effectual Approach
- Author
- Edwin J Nijssen
- Publisher
- Routledge
- Publication year
- 2017
- Condition
- Good
- Binding
- Paperback
- Language
- English
- ISBN 10
- 1138712914
- ISBN 13
- 9781138712911
- Edition
- 2nd Edition
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 on the Internet), useful lists of key issues and instructions on how to make a one-page marketing plan, Entrepreneurial Marketing: An Effectual Approach provides a vital guide to successfully developing customer demand and a market for innovative new products.
This second edition has been thoroughly expanded with:
- a one-page marketing plan which now focuses on the three entrepreneurial challenges that can be easily adapted;
- coverage of the customer development process; and
- updated references and new examples.
This book provides students and entrepreneurs with the fundamental tools to succeed in marketing.
"Synopsis" may belong to another edition of this title.
About the Author
Edwin J. Nijssen is Professor of Marketing at the Eindhoven University of Technology, the Netherlands.
"About the title" may belong to another edition of this title.
World of Books Inc
Montgomery, IL, U.S.A.
AbeBooks seller since March 23, 2026
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