Entrepreneurial marketing: an effectual approach
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Elektronisch E-Book |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge
2017
|
| Ausgabe: | Second edition |
| Schlagworte: | |
| Online-Zugang: | Volltext Inhaltsverzeichnis |
| Beschreibung: | Revised edition of the author's Entrepreneurial marketing, 2014. - Includes bibliographical references and index |
| Beschreibung: | 1 Online-Ressource (169 Seiten) Diagramme |
| ISBN: | 9781315199863 |
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Datensatz im Suchindex
| _version_ | 1804177570980167680 |
|---|---|
| adam_text | Titel: Entrepreneurial marketing
Autor: Nijssen, E. J
Jahr: 2017
Contents
List of figures
List of tables
Preface
Vlll
XI
x
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! 10
1.4 Defining marketing and sales 12
1.5 Beyond stereotypes 14
2 Identifying an application and market 17
2.1 Entrepreneurship as opportunity
seeking 17
2.2 Evaluation criteria of the experienced
entrepreneur 20
2.3 The particular role of marketing 21
2.4 Developing your bowling alley
model 23
2.5 Managing the development of the
first application 26
3 Segmentation and positioning to maximise
the value of a new technology and
product application 29
3.1 Conceptualising the market 29
3.2 The importance of customer segmentation 32
3.3 Understanding customer value 35
3.4 Targeting using effectuation 37
3.5 Developing a positioning statement 39
3.6 Validation: initial customer feedback and
iteration 41
3.7 Using technology push or market pull 44
4 Adoption, diffusion and understanding
lead customers 47
4.1 The technology adoption life cycle 47
4.2 Penetration and diffusion 52
4.3 Understanding lead customers 54
4.4 A detailed view of how innovators adopt 56
4.5 Anticipating and preventing chasms 60
4.6 Reasons why customers postpone or
resist adoption 63
5 Competitive and market considerations 67
5.1 Different levels of competition 67
5.2 Anticipating competitor reactions and
avoiding head-on competition 69
5.3 Change from inside or outside the industry 71
5.4 Network products and their particularities 73
5.5 Guidelines for performing market
research 76
6 The customer development process 81
6.1 The need for creating customer buy-in 81
6.2 New product development versus customer
development 84
6.3 Steps of the customer development process 86
6.4 Different customer roles 88
6.5 The relationship with the business model 94
7 Developing a marketing and sales programme 97
7.1 A one-page marketing and sales plan 97
7.2 Content of the plan 99
7.3 Marketing instruments 101
7.4 Product: designing a product application
and product line 105
7.5 Price: how to set your price 109
7.6 Promotion: creating awareness with a limited
budget 116
7.7 Place: obtaining market access 125
8 The role of sales in customer development 131
8.1 The sales learning curve 131
8.2 Sales as knowledge broker for innovation 133
8.3 Sales process and activities: developing
customer relationships 136
8.4 Developing the sales message 140
8.5 Managing customer expectations 143
9 Developing the new firm s marketing and sales
capabilities 146
9.1 Developing the commercial capabilities
of the new firm 146
9.2 Marketing and sales capabilities for survival
and growth stages 149
9.3 Marketing capabilities specific contribution
to business processes 152
9.4 Implement, evaluate and improve the one-page
marketing and sales plan 155
9.5 Concluding remarks 157
References
Index
160
166
|
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| spelling | Nijssen, E. J. 1963- (DE-588)17129405X aut Entrepreneurial marketing an effectual approach Edwin J. Nijssen Second edition London ; New York Routledge 2017 1 Online-Ressource (169 Seiten) Diagramme txt rdacontent c rdamedia cr rdacarrier Revised edition of the author's Entrepreneurial marketing, 2014. - Includes bibliographical references and index New products Marketing Marketing Management Entrepreneurship Small business marketing Entrepreneurship (DE-588)7588126-3 gnd rswk-swf Marketing (DE-588)4037589-4 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 1\p DE-604 Erscheint auch als Druck-Ausgabe, hbk 9781138712904 Erscheint auch als Druck-Ausgabe, pbk 978-1-138-71291-1 http://www.tandfebooks.com/isbn/9781315199863 Verlag URL des Erstveröffentlichers Volltext HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029742160&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Nijssen, E. J. 1963- Entrepreneurial marketing an effectual approach New products Marketing Marketing Management Entrepreneurship Small business marketing Entrepreneurship (DE-588)7588126-3 gnd Marketing (DE-588)4037589-4 gnd Management (DE-588)4037278-9 gnd |
| subject_GND | (DE-588)7588126-3 (DE-588)4037589-4 (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 | New products Marketing Marketing Management Entrepreneurship Small business marketing Entrepreneurship (DE-588)7588126-3 gnd Marketing (DE-588)4037589-4 gnd Management (DE-588)4037278-9 gnd |
| topic_facet | New products Marketing Marketing Management Entrepreneurship Small business marketing Marketing Management |
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