Entrepreneurial Marketing

Entrepreneurial Marketing focuses on new marketing methods for new products. 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. Ed Nijssen stresses effectuation, iterative thinking, principles of affordable loss, adjustment for emerging opportunities, and cooperation with first customers._x005F_x000D_ Newly revised and updated, this second edition has been thoroughly expanded with a selection of cases and enhanced teaching materials online. Entrepreneurial Marketing provides students with everything they need to know to succeed in their classes as well as practical tools and techniques that will be of practical use after the exams have finished.