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Entrepreneurial Marketing How to Develop Customer Demand 3rd Edition By Edwin Nijssen

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Document details

Pages: 179
File size: 10.08 MB
Format: Digital PDF
Course: Business
Category: eBook[PDF]

About this ebook

The core focus of Entrepreneurial Marketing: How to Develop Customer Demand (3rd Edition) by Edwin J. Nijssen is how to commercialise radical innovations and build customer demand in non-existent or highly uncertain markets. [1]

The book reconstructs traditional marketing frameworks through the lens of entrepreneurial effectuation, experimentation, and lean methodologies. [1, 2]

Core Book Topics by Chapter

According to the official Routledge Table of Contents: [1]

Chapter 1: Marketing Radically New Ideas – Emphasises entrepreneurship and the critical transition from predictive causal marketing to flexible, effectual marketing logic. [1, 2]
Chapter 2: Identifying Applications & Markets – Outlines opportunity seeking and evaluating market spaces using criteria favored by experienced entrepreneurs. [1]
Chapter 3: Segmentation & Positioning – Reimagines market conceptualisation, customer segmentation, and positioning to maximize product application value. [1]
Chapter 4: Adoption & Diffusion – Breaks down the technology adoption life cycle, dealing with market penetration, and targeting lead customers. [1]
Chapter 5: Competitive & Market Considerations – Focuses on strategic thinking and identifying multi-level competitive threats in fluid markets. [1]
Chapter 6: Market Research in Entrepreneurial Contexts – Replaces classic statistical research with alternative methods to gather relevant data for unformed markets. [1, 2]
Chapter 7: The Customer Development Process – Details how to build customer buy-in and explores the conflict between standard product development and live customer iteration. [1]
Chapter 8: Marketing & Sales Programmes – Provides specific structures for building a practical, actionable one-page marketing and sales plan. [1, 2]
Chapter 9: Sales in Customer Development – Explores the "sales learning curve" and adjusting pitches based on early market feedback. [1]
Chapter 10: Capabilities Development – Concentrates on building and scaling sustainable marketing and sales competencies within a newly established firm. [1]

New Concepts and Enhancements in the 3rd Edition

If you are upgrading from previous editions, this version introduces several updated strategic frameworks: [1]

The Lean Canvas Model: Integrates practical, one-page business modeling tools directly into your marketing strategy.
Digital Technologies: Explores how modern startups can leverage digital business models and platforms to scale demand quickly.
Effectual Principles: Emphasises the concept of "affordable loss," low-cost experimentation, and agile pivoting rather than relying on heavy up-front market forecasting.
Updated Case Studies: Features entirely fresh, cutting-edge corporate and startup case examples alongside updated digital resources. [1]