Entrepreneurial Marketing

Entrepreneurial Marketing: How to Develop Customer Demand, 3rd Edition, examines how entrepreneurs market and sell products based on radically new technologies when customer markets do not yet exist. Edwin J. Nijssen adapts standard marketing approaches to environments where existing market research offers little guidance.

The textbook reconfigures core concepts such as segmentation, positioning, and the marketing mix. Coverage centers on navigating uncertainty through affordable loss, iterative experimentation, responsive adaptation to emerging opportunities, and close cooperation with first customers.

Intended for advanced undergraduate and postgraduate students in marketing strategy and entrepreneurship, the volume offers practical study features such as lists of key issues and guidance on creating a one-page marketing plan.