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MessagePosté le: Dim 18 Juin - 20:39 (2017)    Sujet du message: Entrepreneurial Marketing: An Effectual Approach Download E Répondre en citant




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:
<UL>
<LI>a&nbsp;one-page marketing plan which now focuses on the three entrepreneurial challenges that can be easily adapted;</LI> <LI>coverage of the customer development process; and</LI> <LI>updated references and new examples.</LI>

</UL>


This book provides students and entrepreneurs with the fundamental tools to succeed in marketing.







Entrepreneurial Marketing: An Effectual Approach Edwin J. Nijssen
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The authors assess the extent to which two orientations, consumer world-mindedness and consumer social-mindedness, . Edwin J. Nijssen and Susan P.NOTES REFERENCES Executive Insights Integrating Branding Strategy Across from . Edwin J. Nijssen is Professor . NOTES REFERENCES Executive Insights Integrating .Singh, Jagdip and Lentz, Patrick and Nijssen, Edwin J., First- and Second-Order Effects of Consumers Institutional Logics on FirmConsumer Relationships: .Edwin J. Nijssen, E-mail address: E.j.nijssentue.nl; Department of Industrial Engineering & Innovation Sciences, Eindhoven University of Technology, The Netherlands;Buy, download and read Entrepreneurial Marketing ebook online in EPUB or PDF format for iPhone, iPad, Android, Computer and Mobile readers. Author: Edwin J. Nijssen.
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