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<!DOCTYPE html><html><head><title>Entrepreneurial Marketing: How to Develop Customer Demand - Edwin J. 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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."/><meta property="og:title" content="Entrepreneurial Marketing"/><meta property="og:type" content="book"/><meta property="og:site_name" content="Google Books"/><meta property="og:image" content="https://books.google.com.sg/books/publisher/content?id=Yxo6EAAAQBAJ&printsec=frontcover&img=1&zoom=1&edge=curl&imgtk=AFLRE703-Uf5mbtdmLtbImMUOm2G9Sx5YA1VreV6nScl6wSC17aARkQi8PBZRgFI3Q2zTGI9R-jultrP3Jt9FVaQQFYs-rRJIq2BullFLfhyKPp4VTv_Oc6U1bFvlG_4p0WQaBjapqb6"/><link rel="image_src" href="https://books.google.com.sg/books/publisher/content?id=Yxo6EAAAQBAJ&printsec=frontcover&img=1&zoom=1&edge=curl&imgtk=AFLRE703-Uf5mbtdmLtbImMUOm2G9Sx5YA1VreV6nScl6wSC17aARkQi8PBZRgFI3Q2zTGI9R-jultrP3Jt9FVaQQFYs-rRJIq2BullFLfhyKPp4VTv_Oc6U1bFvlG_4p0WQaBjapqb6"/><script></script><style>#gbar,#guser{font-size:13px;padding-top:1px !important;}#gbar{height:22px}#guser{padding-bottom:7px !important;text-align:right}.gbh,.gbd{border-top:1px solid #c9d7f1;font-size:1px}.gbh{height:0;position:absolute;top:24px;width:100%}@media all{.gb1{height:22px;margin-right:.5em;vertical-align:top}#gbar{float:left}}a.gb1,a.gb4{text-decoration:underline !important}a.gb1,a.gb4{color:#00c !important}.gbi .gb4{color:#dd8e27 !important}.gbf .gb4{color:#900 !important} #gbar { padding:.3em .6em !important;}</style></head><body class=""><div id=gbar><nobr><a target=_blank class=gb1 href="https://www.google.com.sg/search?tab=pw">Search</a> <a target=_blank class=gb1 href="https://www.google.com.sg/imghp?hl=en&tab=pi">Images</a> <a target=_blank class=gb1 href="https://maps.google.com.sg/maps?hl=en&tab=pl">Maps</a> <a target=_blank class=gb1 href="https://play.google.com/?hl=en&tab=p8">Play</a> <a target=_blank class=gb1 href="https://www.youtube.com/?tab=p1">YouTube</a> <a target=_blank class=gb1 href="https://news.google.com/?tab=pn">News</a> <a target=_blank class=gb1 href="https://mail.google.com/mail/?tab=pm">Gmail</a> <a target=_blank class=gb1 href="https://drive.google.com/?tab=po">Drive</a> <a target=_blank class=gb1 style="text-decoration:none" href="https://www.google.com.sg/intl/en/about/products?tab=ph"><u>More</u> »</a></nobr></div><div id=guser width=100%><nobr><span id=gbn class=gbi></span><span id=gbf class=gbf></span><span id=gbe></span><a target=_top id=gb_70 href="https://www.google.com/accounts/Login?service=print&continue=https://books.google.com.sg/books%3Fid%3DYxo6EAAAQBAJ%26pg%3DPT149%26dq%3D%2522Institute%2Bfor%2BGlobal%2BInnovation%2BManagement%2522%2B-wikipedia%26hl%3Den%26sa%3DX&hl=en&ec=GAZACg" class=gb4>Sign in</a></nobr></div><div class=gbh style=left:0></div><div class=gbh style=right:0></div><div role="alert" style="position: absolute; left: 0; right: 0;"><a href="https://books.google.com.sg/books?id=Yxo6EAAAQBAJ&pg=PT149&dq=%22Institute+for+Global+Innovation+Management%22+-wikipedia&hl=en&sa=X&output=html_text" title="Screen reader users: click this link for accessible mode. 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