Entrepreneurial Marketing: How to Develop Customer Demand Edwin J. Nijssen is an English-language textbook that focuses on developing customer demand for innovative products. This book is intended for students in higher education who are concerned with marketing strategy, entrepreneurship, and entrepreneurial marketing.
The book addresses the question of how, as an entrepreneur, you can create a market for innovative products that do not yet exist. Traditional market research data are often less relevant in this context, which makes developing customer demand especially challenging. Entrepreneurial Marketing discusses the adaptation of classic marketing concepts such as segmentation, positioning, and the marketing mix within this setting. Key principles include affordable loss, experimenting, adjusting based on emerging opportunities, and collaborating with early customers.
The third edition includes updated and expanded content on digital technologies and new business models, practical tools such as the Lean Canvas model, current case studies, and online resources. This textbook provides a practical framework for developing customer demand and successfully entering innovative markets.
In terms of content, it connects with fields such as sales and marketing management and economics.