Entrepreneurial Marketing: An Effectual Approach

Voorkant
Routledge, 29 apr 2014 - 162 pagina's

How do you sell a totally new kind of product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that has the power to change the marketplace. This means that existing market research will have produced data about market categories and structures that are largely irrelevant to the entrepreneur. This complicates the sales and marketing functions for new products that may be hard for the market to understand in the first place.

Entrepreneurial Marketing focuses on this special challenge: new marketing methods for new products. 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. The author stresses effectuation, iterative thinking, principles of affordable loss, adjustment for emerging opportunities, and cooperation with first customers.

This new textbook provides students of entrepreneurial marketing with everything they need to know to succeed in their classes as well as practical tools and techniques that will be useful after the exams have finished.

 

Geselecteerde pagina's

Inhoudsopgave

1 Using marketing to create a new business with radically new ideas
1
2 Identifying an application and market
16
3 Segmentation and positioning to maximise the value of a new technology and product application
27
4 Adoption diffusion and understanding lead customers
44
5 Competitive and market considerations
63
6 The customer development process
77
7 Developing a marketing and sales programme
92
8 The sales side of customer development
119
9 Developing the new firms marketing and sales capabilities
129
References
142
Index
147
Copyright

Overige edities - Alles bekijken

Entrepreneurial Marketing: An effectual approach
Edwin J. Nijssen
Gedeeltelijke weergave - 2014
Entrepreneurial Marketing: An Effectual Approach
Edwin J. Nijssen
Geen voorbeeld beschikbaar - 2014
Entrepreneurial Marketing: An Effectual Approach
Edwin J. Nijssen
Geen voorbeeld beschikbaar - 2014

Veelvoorkomende woorden en zinsdelen

Abell’s alternative approach behaviour benefits brand business model channel chasms competitive advantage competitor conceptualisation costs create customer creation customer development process customer feedback customer groups customer needs customer segment customer value customer’s decisions diffusion diffusion of innovations distributors early adopters early majority effect effectual marketing enhance evaluation example experienced entrepreneurs explain Figure firm firm’s goals idea identified important innovation instance involves launch lead customers market research marketing and sales marketing capabilities marketing mix marketplace network effects niche offers options organisation Penetration pricing potential customers problem product application product categories product concept product or service promotion prospective customers radical new product refers relationship requires result role sales activities sales capabilities selling smartphones social media stage start-up start-up’s new product strategy supply chain management target customers target segment technical tion tomer traditional marketing understand unique users validation value-based pricing

Over de auteur (2014)

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

Bibliografische gegevens

TitelEntrepreneurial Marketing: An Effectual Approach
AuteursEdwin J. Nijssen, Ed Nijssen
Editiegeïllustreerd
UitgeverRoutledge, 2014
ISBN1317936590, 9781317936596
Lengte162 pagina's
  
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