{"product_id":"entrepreneurial-marketing-how-to-develop-customer-demand-edwin-j-nijssen-9780367445324","title":"Entrepreneurial Marketing: How to Develop Customer Demand","description":"\u003cp\u003e\u003cstrong\u003eHow to Develop Customer Demand\u003c\/strong\u003e 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. \u003c\/p\u003e\u003ch3\u003eDescription\u003c\/h3\u003e\u003cp\u003eThis 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. \u003ci\u003eHow to Develop Customer Demand\u003c\/i\u003e offers a clear approach with principles such as affordable loss, experimenting, and collaborating with first customers.\u003c\/p\u003e\u003cp\u003eThe 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.\u003c\/p\u003e\u003ch3\u003eProduct specifications\u003c\/h3\u003e\u003cp\u003e\u003c\/p\u003e\u003cul\u003e\u003cli\u003e\u003cstrong\u003eAuthor:\u003c\/strong\u003e Edwin J. Nijssen\u003c\/li\u003e\u003cli\u003e\u003cstrong\u003ePublisher:\u003c\/strong\u003e Taylor \u0026amp; Francis Ltd\u003c\/li\u003e\u003cli\u003e\u003cstrong\u003eImprint:\u003c\/strong\u003e Routledge\u003c\/li\u003e\u003cli\u003e\u003cstrong\u003ePublication date:\u003c\/strong\u003e 2021-09-15\u003c\/li\u003e\u003cli\u003e\u003cstrong\u003eNumber of pages:\u003c\/strong\u003e 164\u003c\/li\u003e\u003cli\u003e\u003cstrong\u003eISBN:\u003c\/strong\u003e 9780367445324\u003c\/li\u003e\u003cli\u003e\u003cstrong\u003eTheme:\u003c\/strong\u003e Sales and marketing management\u003c\/li\u003e\u003cli\u003e\u003cstrong\u003eBISAC:\u003c\/strong\u003e BUSINESS \u0026amp; ECONOMICS \/ Sales \u0026amp; Selling \/ Management\u003c\/li\u003e\u003cp\u003e\u003c\/p\u003e\u003c\/ul\u003e\u003ch3\u003eAbout the author\u003c\/h3\u003e\u003cp\u003e\u003cstrong\u003eEdwin J. Nijssen\u003c\/strong\u003e is a professor of Marketing at the Eindhoven University of Technology, the Netherlands.\u003c\/p\u003e","brand":"Intertaal","offers":[{"title":"Default Title","offer_id":56354504507732,"sku":"9780367445324","price":58.5,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0967\/0538\/0692\/files\/entrepreneurial-marketing-how-to-develop-customer-demand-boek-702.webp?v=1783594207","url":"https:\/\/intertaalid.nl\/en\/products\/entrepreneurial-marketing-how-to-develop-customer-demand-edwin-j-nijssen-9780367445324","provider":"Intertaal","version":"1.0","type":"link"}