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. Entrepreneurial Marketing focuses on these challenges.
Novel effectuation-based approach; bridging this new approach with traditional core marketing concepts, such as targeting/positioning and marketing mix;
Clear structure of chapters with key points, advice, features and summaries;
Third edition fully updated to include coverage of leveraging big data analysis, further practical tools, updated references, cases and examples throughout, and updated online resources
'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
Edwin J. Nijssen is Professor of Marketing at the Eindhoven University of Technology, the Netherlands.
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