How to Develop Customer Demand Edwin J. Nijssen is a study book focused on developing customer demand for innovative products. This book addresses the challenges of entrepreneurial marketing when building markets for new technologies and products.
Description
This study book discusses how companies can create customer demand in markets that do not yet exist. Traditional market data are often not applicable to breakthrough innovations, meaning that marketing strategies must be adapted. How to Develop Customer Demand offers a clear approach with principles such as affordable loss, experimenting, and collaborating with first customers.
The book updates classic marketing concepts such as segmentation, positioning, and the marketing mix, tailored to the context of innovative products. Practical examples, leading cases, and tools such as the Lean Canvas model help the reader effectively develop customer demand and markets for new products.
Product specifications
- Author: Edwin J. Nijssen
- Publisher: Taylor & Francis Ltd
- Imprint: Routledge
- Publication date: 2021-09-15
- Number of pages: 164
- ISBN: 9780367445324
- Theme: Sales and marketing management
- BISAC: BUSINESS & ECONOMICS / Sales & Selling / Management
About the author
Edwin J. Nijssen is a professor of Marketing at the Eindhoven University of Technology, the Netherlands.