000			02724cam a22002178i 4500
020			_a‎ 978-1138712911
082	0	0	_a658.8 NIJ/E _223
100	1		_aNijssen, Edwin J.
245	1	0	_aEntrepreneurial marketing : _ban effectual approach/ _cEdwin J Nijssen.
250			_a3rd ed.
260			_aNew York : _b ‎ Routledge, _c2017.
300			_a 170 p.:
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"--
650		0	_aNew products
650		0	_aMarketing
650		0	_aEntrepreneurship.
650		0	_aSmall business marketing.
942			_2ddc _cBK
999			_c749486 _d749486