Entrepreneurial marketing: an effectual approach
"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 abou...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London [u.a.]
Routledge
2014
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | "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 these classes as well as practical tools and techniques that will be useful after the exams have finished".. |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | XII, 149 S. graph. Darst. |
| ISBN: | 9780415722209 9780415722216 |
Internformat
MARC
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| 245 | 1 | 0 | |a Entrepreneurial marketing |b an effectual approach |c Edwin J. Nijssen |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a London [u.a.] |b Routledge |c 2014 | |
| 300 | |a XII, 149 S. |b graph. Darst. | ||
| 336 | |b txt |2 rdacontent | ||
| 337 | |b n |2 rdamedia | ||
| 338 | |b nc |2 rdacarrier | ||
| 500 | |a Includes bibliographical references and index | ||
| 520 | |a "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 these classes as well as practical tools and techniques that will be useful after the exams have finished".. | ||
| 650 | 4 | |a Wirtschaft | |
| 650 | 4 | |a New products |x Marketing | |
| 650 | 4 | |a Marketing |x Management | |
| 650 | 4 | |a Entrepreneurship | |
| 650 | 4 | |a Small business marketing | |
| 650 | 4 | |a BUSINESS & ECONOMICS / Entrepreneurship | |
| 650 | 4 | |a BUSINESS & ECONOMICS / Marketing / General | |
| 650 | 4 | |a BUSINESS & ECONOMICS / New Business Enterprises | |
| 650 | 0 | 7 | |a Marketing |0 (DE-588)4037589-4 |2 gnd |9 rswk-swf |
| 650 | 0 | 7 | |a Entrepreneurship |0 (DE-588)7588126-3 |2 gnd |9 rswk-swf |
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| 689 | 0 | |C b |5 DE-604 | |
| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe |z 978-1-315-85839-5 |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-026899315 | ||
Datensatz im Suchindex
| _version_ | 1804151577975455744 |
|---|---|
| adam_text | Contents
List of illustrations
ix
Preface
xi
1
Using marketing to create a new business
with radically new ideas
1
1.1
Entrepreneurship
and radically new ideas: The need
for effectuation
1
1.2
Developing your business model
4
1.3
Products don t sell, solutions do!
9
1.4
Defining marketing and sales
12
1.5
Beyond stereotypes
13
2
Identifying an application and market
16
2.1
Entrepreneurship
as opportunity seeking
16
2.2
Evaluation criteria of the experienced entrepreneur
19
2.3
The particular role of marketing
20
2.4
Developing your bowling pin model
22
2.5
Managing the development of the first application
25
3
Segmentation and positioning to maximise the value
of a new technology and product application
27
3.1
Conceptualising the market
27
3.2
The importance of customer segmentation
30
3.3
Understanding customer value
33
3.4
Targeting using effectuation
34
3.5
Developing a positioning statement
37
vi
Contents
3.6
The effects of initial customer feedback and iteration
39
3.7
Using technology push or market
puil
41
4
Adoption, diffusion, and understanding lead customers
44
4.1
The technology adoption life cycle
44
4.2
Penetration and diffusion
49
4.3
Understanding lead customers
50
4.4
A detailed view of how innovators adopt
52
4.5
Anticipating and preventing chasms
57
4.6
Reasons why customers postpone or
resist adoption
59
5
Competitive and market considerations
63
5.7
Different levels of competition
63
5.2
Anticipating competitor reactions and avoiding
head-on competition
65
5.3
Change from inside or outside the industry
67
5.4
Network products and their particularities
68
5.5
Guidelines for performing market research
72
6
The customer development process
77
6.1
The need for creating customer buy-in
77
6.2
New product development versus customer
development
79
6.3
Steps of the customer development process
82
6.4
Different customer roles
84
6.5
The relationship with the business model
89
1
Developing a marketing and sales programme
92
7.1
A one-page marketing and sales plan
92
7.2
Marketing instruments
94
7.3
Promotion: Creating awareness with a limited budget
95
7.4
Product: Designing a product application and
product line
104
7.5
Place: Obtaining market presence
107
7.6
Price: How to set your price 111
Contents
vii
8
The sales side of customer development
119
8.1
The sales learning curve
119
8.2
Sales as knowledge broker
120
8.3
Developing the sales message
122
8.4
Sales process and planning sales activities
125
9
Developing the new firm s marketing and
sales capabilities
129
9.1
Developing the commercial capabilities
of the new firm
129
9.2
Marketing and sales capabilities for survival
and growth stages
132
9.3
Marketing capabilities specific contribution to
business processes
135
9.4
Implement, evaluate, and improve the one-page
marketing and sales plan
139
9.5
Concluding remark
140
References
142
Index
147
|
| any_adam_object | 1 |
| author | Nijssen, E. J. 1963- |
| author_GND | (DE-588)17129405X |
| author_facet | Nijssen, E. J. 1963- |
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| classification_rvk | QP 600 |
| ctrlnum | (OCoLC)881629912 (DE-599)BVBBV041452773 |
| dewey-full | 658.8 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
| dewey-raw | 658.8 |
| dewey-search | 658.8 |
| dewey-sort | 3658.8 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV041452773 |
| illustrated | Illustrated |
| indexdate | 2024-07-10T00:57:02Z |
| institution | BVB |
| isbn | 9780415722209 9780415722216 |
| language | English |
| lccn | 013039282 |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-026899315 |
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| physical | XII, 149 S. graph. Darst. |
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| publisher | Routledge |
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| spelling | Nijssen, E. J. 1963- Verfasser (DE-588)17129405X aut Entrepreneurial marketing an effectual approach Edwin J. Nijssen 1. publ. London [u.a.] Routledge 2014 XII, 149 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index "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 these classes as well as practical tools and techniques that will be useful after the exams have finished".. Wirtschaft New products Marketing Marketing Management Entrepreneurship Small business marketing BUSINESS & ECONOMICS / Entrepreneurship BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / New Business Enterprises Marketing (DE-588)4037589-4 gnd rswk-swf Entrepreneurship (DE-588)7588126-3 gnd rswk-swf Management (DE-588)4037278-9 gnd rswk-swf Entrepreneurship (DE-588)7588126-3 s Management (DE-588)4037278-9 s Marketing (DE-588)4037589-4 s b DE-604 Erscheint auch als Online-Ausgabe 978-1-315-85839-5 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026899315&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Nijssen, E. J. 1963- Entrepreneurial marketing an effectual approach Wirtschaft New products Marketing Marketing Management Entrepreneurship Small business marketing BUSINESS & ECONOMICS / Entrepreneurship BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / New Business Enterprises Marketing (DE-588)4037589-4 gnd Entrepreneurship (DE-588)7588126-3 gnd Management (DE-588)4037278-9 gnd |
| subject_GND | (DE-588)4037589-4 (DE-588)7588126-3 (DE-588)4037278-9 |
| title | Entrepreneurial marketing an effectual approach |
| title_auth | Entrepreneurial marketing an effectual approach |
| title_exact_search | Entrepreneurial marketing an effectual approach |
| title_full | Entrepreneurial marketing an effectual approach Edwin J. Nijssen |
| title_fullStr | Entrepreneurial marketing an effectual approach Edwin J. Nijssen |
| title_full_unstemmed | Entrepreneurial marketing an effectual approach Edwin J. Nijssen |
| title_short | Entrepreneurial marketing |
| title_sort | entrepreneurial marketing an effectual approach |
| title_sub | an effectual approach |
| topic | Wirtschaft New products Marketing Marketing Management Entrepreneurship Small business marketing BUSINESS & ECONOMICS / Entrepreneurship BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / New Business Enterprises Marketing (DE-588)4037589-4 gnd Entrepreneurship (DE-588)7588126-3 gnd Management (DE-588)4037278-9 gnd |
| topic_facet | Wirtschaft New products Marketing Marketing Management Entrepreneurship Small business marketing BUSINESS & ECONOMICS / Entrepreneurship BUSINESS & ECONOMICS / Marketing / General BUSINESS & ECONOMICS / New Business Enterprises Marketing Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=026899315&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
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