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Entrepreneurial Marketing : How to Develop Customer Demand. 3rd ed. 企業家精神的マーケティング 第3版
・ISBN 978-0-367-44531-7 hard GB£ 175.00
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・ISBN 978-0-367-44532-4 paper GB£ 49.99
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電子版あり 大学・学術機関向け電子ブック（eBook）ISBN 978-1-003-01019-7
| 著者・編者 | Nijssen, Edwin J., |
|---|---|
| 出版社 | (Routledge, UK) |
| 出版年月 | 2021.09 |
| ページ数 | 160 pp. |
| 言語 | ENG |
| ニュース番号 | ＜663-560 663-P1616＞ |
解説
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), useful lists of key issues, and instructions on how to make a one-page marketing plan, Entrepreneurial Marketing provides a vital guide to successfully developing customer demand and a market for innovative new products. This third edition has been thoroughly expanded, including:
- Expanded content on leveraging digital technologies and their new business models
- More practical tools, such as coverage of the Lean Canvas model
- Updated references, cases, and new examples throughout; and,
- Updated online resources
This book equips advanced undergraduate and postgraduate students of marketing strategy, entrepreneurial marketing, and entrepreneurship with the fundamental tools to succeed in marketing.