03196nam a22002777a 4500 OSt 20251112095907.0 250324b |||||||| |||| 00| 0 eng d 9781984637840 Foundation University (CBA) HF5415.153 2020 H236 3G E- LEARNING author 10349 3G handy guide: marketing a new business / Edited by Aleksander Mratinković, Dan Piestun, Hazem Shawky Fouda, Felecia Killings & Sandra El Hajj & etc.. New York: 3G E-Learning ; 2020 2020 ix, 263 pages : ill. (col.) ; 230 cm Includes bibliographical references and appendices. 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. "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. Edwin J. Nijssen stresses principles of affordable loss, experimentation and adjustment for emerging opportunities, as well as cooperation with first customers. Containing many marketing examples of successful and cutting-edge innovations (including links to websites and videos), useful lists of key issues and instructions on how to make a one-page marketing plan, Entrepreneurial Marketing provides a vital guide to successfully developing customer demand and a market for innovative new products. This third edition has been thoroughly expanded, including: Expanded content on leveraging digital technologies and their new business models More practical tools, such as coverage of the Lean Canvas model Updated references, cases and new examples throughout; and, Updated online resources This book equips advanced undergraduate and postgraduate students of marketing strategy, entrepreneurial marketing and entrepreneurship with the fundamental tools to succeed in marketing"-- Provided by publisher. New products--Marketing. 3546 Marketing--Management. 6824 Entrepreneurship. Small business marketing. 10350 Business Administration, College of Business Marketing HOSM 115 lcc BK HF5415.153 2020 H236 (CBA) 0 4333 4333 0 0 lcc 0 0 FOUNDATION FOUNDATION CIRC 2025-03-24 Library budget 1 (CBA) HF5415.153 2020 H236 0092025003040 2025-07-03 2025-06-03 14:29:45 2025-06-03 2025-03-24 BK CBA-Acct-2025040