Entrepreneurial Marketing: How to Develop Customer Demand

ISBN-13: 9780367445317 / Angielski / Twarda / 2021 / 164 str.

Edwin J. Nijssen

Opis

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.

Spis treści

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

O autorze

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