{"product_id":"entrepreneurial-marketing-how-to-develop-customer-demand-paperback","title":"Entrepreneurial Marketing: How to Develop Customer Demand - Paperback","description":"\u003cp\u003eby \u003cb\u003eEdwin J. Nijssen\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eHow 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. \u003ci\u003eEntrepreneurial Marketing \u003c\/i\u003efocuses on this challenge.\u003c\/p\u003e \u003cp\u003eClassic 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, \u003ci\u003eEntrepreneurial Marketing\u003c\/i\u003e provides a vital guide to successfully developing customer demand and a market for innovative new products. This third edition has been thoroughly expanded, including: \u003c\/p\u003e \u003cul\u003e \u003cp\u003e \u003c\/p\u003e\n\u003cli\u003eExpanded content on leveraging digital technologies and their new business models\u003c\/li\u003e \u003cp\u003e\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e\n\u003cli\u003eMore practical tools, such as coverage of the Lean Canvas model\u003c\/li\u003e \u003cp\u003e\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e\n\u003cli\u003eUpdated references, cases, and new examples throughout; and, \u003c\/li\u003e \u003cp\u003e\u003c\/p\u003e \u003cp\u003e \u003c\/p\u003e\n\u003cli\u003eUpdated online resources\u003c\/li\u003e \u003cp\u003e\u003c\/p\u003e\n\u003c\/ul\u003e \u003cp\u003eThis book equips advanced undergraduate and postgraduate students of marketing strategy, entrepreneurial marketing, and entrepreneurship with the fundamental tools to succeed in marketing.\u003c\/p\u003e\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003e\u003cstrong\u003eEdwin J. Nijssen\u003c\/strong\u003e is Professor of Marketing at the Eindhoven University of Technology, the Netherlands.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 164\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.38 x 9.21 x 6.14 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eIllustrated:\u003c\/strong\u003e Yes\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e September 15, 2021\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":42735411265599,"sku":"9780367445324","price":130.22,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0105\/8226\/1823\/files\/fd2b55e4a4912c3656c7c0e3876b4048.webp?v=1765143362","url":"https:\/\/dhlswag.com\/products\/entrepreneurial-marketing-how-to-develop-customer-demand-paperback","provider":"BBB","version":"1.0","type":"link"}