Entrepreneurial marketing: how to develop customer demand
Using marketing to create a new business with radically new ideas -- Identifying an application and market -- Identifying the market: segmentation and positioning to maximise the value of the product application -- Adoption, diffusion, and understanding lead customers -- Important competitive and ma...
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
London ; New York
Routledge
2022
|
| Ausgabe: | Third edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Zusammenfassung: | Using marketing to create a new business with radically new ideas -- Identifying an application and market -- Identifying the market: segmentation and positioning to maximise the value of the product application -- Adoption, diffusion, and understanding lead customers -- Important competitive and market considerations -- Market research -- The customer development process -- Developing a marketing and sales programme -- The role of sales in customer development -- Developing the new firm's marketing and sales capabilities |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xiv, 163 Seiten Diagramme |
| ISBN: | 9780367445324 9780367445317 |
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| 650 | 4 | |a New products / Marketing | |
| 650 | 4 | |a Marketing / Management | |
| 650 | 4 | |a Entrepreneurship | |
| 650 | 4 | |a Small business marketing | |
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| 650 | 7 | |a Marketing / Management |2 fast | |
| 650 | 7 | |a New products / Marketing |2 fast | |
| 650 | 7 | |a Small business marketing |2 fast | |
| 650 | 7 | |a 1.1 x / Unternehmensgründung |2 stw | |
| 650 | 7 | |a 1.2 x / Marketingmanagement |2 stw | |
| 650 | 7 | |a 1.3 x / Produktentwicklung |2 stw | |
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Datensatz im Suchindex
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| adam_text | Contents List offigures List of tables List of boxes Preface 1 Using marketing to create a new business with radically new ideas viii x xi xiii 1 L1 Entrepreneurship and radically new ideas: the need for effectuation 1 1.2 Developing your business model 4 1.3 Defining marketing and sales 10 1.4 Beyond stereotypes 13 2 Identifying an application and market 2.1 2.2 2.3 2.4 2.5 Entrepreneurship as opportunity seeking 15 Evaluation criteria of the experienced entrepreneur 17 The role of marketing knowledge 19 Developing your bowling alley model 20 Products don’t sell, solutions do! 22 3 Detailing the market: segmentation and positioning to maximise the value of the product application 3.1 3.2 3.3 3.4 3.5 15 Conceptualising the market 25 Customer segmentation 28 Understanding customer value for the initial target segment 29 Targeting using effectuation 31 Developing a positioning statement 34 25
vi Contents 3.6 Validation: initial customer feedback 35 3.7 Different customer roles and co-creation 39 4 Adoption, diffusion, and understanding lead customers 4.1 4.2 4.3 4.4 4.5 4.6 43 The technology adoption life cycle 43 Penetration and diffusion 48 Understanding lead customers 50 A detailed view of the adoption decision 52 Anticipating and preventing chasms 55 Reasons why customers postpone or resist adoption 58 5 Important competitive and market considerations 61 5.7 5.2 5.3 5.4 Strategic considerations 61 Different levels of competition 61 Change from inside or outside the industry 63 Anticipating competitor reactions and avoiding head-on competition 64 5.5 Network products and their impact on marketing decisions 66 5.6 Establishing your competitive edge 69 6 Market research in entrepreneurial context 6.1 6.2 6.3 6.4 6.5 Reasons for market research 71 What kind of data is needed? 72 Primary versus secondary data 73 Organising and analysing your data 75 Qualitative versus quantitative research 76 7 The customer development process 7.1 7.2 7.3 7.4 79 The need for creating customer buy-in 79 New product development versus customer development 81 Steps of the customer development process 84 The relationship with the business model 88 8 Developing a marketing and sales programme 8.1 8.2 8.3 8.4 71 A one-page marketing and sales plan 91 Content of the plan 93 Marketing instruments 97 Product: designing a product application and product line 98 91
Contents vii 8.5 Price: how to set your price 102 8.6 Promotion: creating awareness and communicating with a limited budget 107 8.7 Place: obtaining market access 115 9 The role of sales in customer development 9.1 9.2 9.3 9.4 9.5 9.6 121 The sales learning curve 121 Sales as the motivated knowledge broker for innovation 122 Initial solution selling activities 126 Developing the sales roadmap 128 Developing the sales message 131 Managing customer expectations 134 10 Developing the new firm’s marketing and sales capabilities 137 10.1 Developing the commercial capabilities of the new firm 137 10.2 Marketing and sales capabilities for survival and growth stages 140 10.3 From customer development team to marketing!sales department 142 10.4 Implement, evaluate, and improve the one-page plan 142 10.5 Concluding remarks 144 References Index 147 154
|
| adam_txt |
Contents List offigures List of tables List of boxes Preface 1 Using marketing to create a new business with radically new ideas viii x xi xiii 1 L1 Entrepreneurship and radically new ideas: the need for effectuation 1 1.2 Developing your business model 4 1.3 Defining marketing and sales 10 1.4 Beyond stereotypes 13 2 Identifying an application and market 2.1 2.2 2.3 2.4 2.5 Entrepreneurship as opportunity seeking 15 Evaluation criteria of the experienced entrepreneur 17 The role of marketing knowledge 19 Developing your bowling alley model 20 Products don’t sell, solutions do! 22 3 Detailing the market: segmentation and positioning to maximise the value of the product application 3.1 3.2 3.3 3.4 3.5 15 Conceptualising the market 25 Customer segmentation 28 Understanding customer value for the initial target segment 29 Targeting using effectuation 31 Developing a positioning statement 34 25
vi Contents 3.6 Validation: initial customer feedback 35 3.7 Different customer roles and co-creation 39 4 Adoption, diffusion, and understanding lead customers 4.1 4.2 4.3 4.4 4.5 4.6 43 The technology adoption life cycle 43 Penetration and diffusion 48 Understanding lead customers 50 A detailed view of the adoption decision 52 Anticipating and preventing chasms 55 Reasons why customers postpone or resist adoption 58 5 Important competitive and market considerations 61 5.7 5.2 5.3 5.4 Strategic considerations 61 Different levels of competition 61 Change from inside or outside the industry 63 Anticipating competitor reactions and avoiding head-on competition 64 5.5 Network products and their impact on marketing decisions 66 5.6 Establishing your competitive edge 69 6 Market research in entrepreneurial context 6.1 6.2 6.3 6.4 6.5 Reasons for market research 71 What kind of data is needed? 72 Primary versus secondary data 73 Organising and analysing your data 75 Qualitative versus quantitative research 76 7 The customer development process 7.1 7.2 7.3 7.4 79 The need for creating customer buy-in 79 New product development versus customer development 81 Steps of the customer development process 84 The relationship with the business model 88 8 Developing a marketing and sales programme 8.1 8.2 8.3 8.4 71 A one-page marketing and sales plan 91 Content of the plan 93 Marketing instruments 97 Product: designing a product application and product line 98 91
Contents vii 8.5 Price: how to set your price 102 8.6 Promotion: creating awareness and communicating with a limited budget 107 8.7 Place: obtaining market access 115 9 The role of sales in customer development 9.1 9.2 9.3 9.4 9.5 9.6 121 The sales learning curve 121 Sales as the motivated knowledge broker for innovation 122 Initial solution selling activities 126 Developing the sales roadmap 128 Developing the sales message 131 Managing customer expectations 134 10 Developing the new firm’s marketing and sales capabilities 137 10.1 Developing the commercial capabilities of the new firm 137 10.2 Marketing and sales capabilities for survival and growth stages 140 10.3 From customer development team to marketing!sales department 142 10.4 Implement, evaluate, and improve the one-page plan 142 10.5 Concluding remarks 144 References Index 147 154 |
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| author | Nijssen, E. J. 1963- |
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| author_sort | Nijssen, E. J. 1963- |
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| discipline | Wirtschaftswissenschaften |
| discipline_str_mv | Wirtschaftswissenschaften |
| edition | Third edition |
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| id | DE-604.BV047591168 |
| illustrated | Not Illustrated |
| index_date | 2024-07-03T18:36:12Z |
| indexdate | 2024-07-10T09:15:43Z |
| institution | BVB |
| isbn | 9780367445324 9780367445317 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-032976338 |
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| publisher | Routledge |
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| spelling | Nijssen, E. J. 1963- Verfasser (DE-588)17129405X aut Entrepreneurial marketing how to develop customer demand Edwin J. Nijssen Third edition London ; New York Routledge 2022 xiv, 163 Seiten Diagramme txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Using marketing to create a new business with radically new ideas -- Identifying an application and market -- Identifying the market: segmentation and positioning to maximise the value of the product application -- Adoption, diffusion, and understanding lead customers -- Important competitive and market considerations -- Market research -- The customer development process -- Developing a marketing and sales programme -- The role of sales in customer development -- Developing the new firm's marketing and sales capabilities New products / Marketing Marketing / Management Entrepreneurship Small business marketing Entrepreneurship fast Marketing / Management fast New products / Marketing fast Small business marketing fast 1.1 x / Unternehmensgründung stw 1.2 x / Marketingmanagement stw 1.3 x / Produktentwicklung stw 1.4 x / Verkauf stw Erscheint auch als Online-Ausgabe 978-1-003-01019-7 Digitalisierung UB Passau - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032976338&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Nijssen, E. J. 1963- Entrepreneurial marketing how to develop customer demand New products / Marketing Marketing / Management Entrepreneurship Small business marketing Entrepreneurship fast Marketing / Management fast New products / Marketing fast Small business marketing fast 1.1 x / Unternehmensgründung stw 1.2 x / Marketingmanagement stw 1.3 x / Produktentwicklung stw 1.4 x / Verkauf stw |
| title | Entrepreneurial marketing how to develop customer demand |
| title_auth | Entrepreneurial marketing how to develop customer demand |
| title_exact_search | Entrepreneurial marketing how to develop customer demand |
| title_exact_search_txtP | Entrepreneurial marketing how to develop customer demand |
| title_full | Entrepreneurial marketing how to develop customer demand Edwin J. Nijssen |
| title_fullStr | Entrepreneurial marketing how to develop customer demand Edwin J. Nijssen |
| title_full_unstemmed | Entrepreneurial marketing how to develop customer demand Edwin J. Nijssen |
| title_short | Entrepreneurial marketing |
| title_sort | entrepreneurial marketing how to develop customer demand |
| title_sub | how to develop customer demand |
| topic | New products / Marketing Marketing / Management Entrepreneurship Small business marketing Entrepreneurship fast Marketing / Management fast New products / Marketing fast Small business marketing fast 1.1 x / Unternehmensgründung stw 1.2 x / Marketingmanagement stw 1.3 x / Produktentwicklung stw 1.4 x / Verkauf stw |
| topic_facet | New products / Marketing Marketing / Management Entrepreneurship Small business marketing 1.1 x / Unternehmensgründung 1.2 x / Marketingmanagement 1.3 x / Produktentwicklung 1.4 x / Verkauf |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=032976338&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT nijssenej entrepreneurialmarketinghowtodevelopcustomerdemand |