About The books: Given the pace of change and variety in the market everyone is in the entrepreneurship business whether they realize it or not. The problem is that much of what we know from marketing big brands to static consumer groups does not translate to manager in large firms as is start-up owners,this book offers practical rigorous and accessible insights for anyone working to create valuable novelty and make a successful market of it. Stuort Read, Professor Atkinson Graduate School of Management Willamette University, USA 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. 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: - a one-page marketing plan which now focuses on the three entrepreneurial challenges that can be easily adapted;
- coverage of the customer development process; and
- updated references and new examples.
This book provides students and entrepreneurs with the fundamental tools to succeed in marketing.
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