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Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management
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Entrepreneurial Marketing - An Effectual Approach (Paperback, 2nd New edition)
Loot Price: R213
Discovery Miles 2 130
You Save: R1,956
(90%)
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Entrepreneurial Marketing - An Effectual Approach (Paperback, 2nd New edition)
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List price R2,169
Loot Price R213
Discovery Miles 2 130
You Save R1,956 (90%)
In stock. We should be able to ship in 1 working day.
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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.
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