Entrepreneurial Marketing 3rd Edition by Edwin Nijssen 9781000436488 1000436489

1. Using marketing to create a new business with radically new ideas

1.1. Entrepreneurship and radically new ideas: the need for effectuation

1.2. Developing your business model

1.3. Defining marketing and sales

1.4. Beyond stereotypes

2. Identifying an application and market

2.1. Entrepreneurship as opportunity seeking

2.2. Evaluation criteria of the experienced entrepreneur

2.3. The role of marketing knowledge

2.4. Developing your bowling alley model

2.5. Products don’t sell, solutions do!

3. Detailing the market: Segmentation and positioning to maximise the value of the product application

3.1. Conceptualising the market

3.2. Customer segmentation

3.3. Understanding customer value for the initial target segment

3.4. Targeting using effectuation

3.5. Developing a positioning statement

3.6. Validation: initial customer feedback

3.7. Different customer roles and co-creation

4. Adoption, diffusion, and understanding lead customers

4.1. The technology adoption life cycle

4.2. Penetration and diffusion

4.3. Understanding lead customers

4.4. A detailed view of the adoption decision

4.5. Anticipating and preventing chasms

4.6. Reasons why customers postpone or resist adoption

5. Important competitive and market considerations

5.1. Strategic considerations

5.2. Different levels of competition

5.3. Change from inside or outside the industry

5.4. Anticipating competitor reactions and avoiding head-on competition

5.5. Network products and their impact on marketing decisions

5.6. Establishing your competitive edge

6. Market research in entrepreneurial context

6.1. Reasons for market research

6.2. What kind of data is needed?

6.3. Primary versus secondary data

6.4. Organising and analysing your data

6.5. Qualitative versus quantitative research

7. The customer development process

7.1. The need for creating customer buy-in

7.2. New product development versus customer development

7.3. Steps of the customer development process

7.4. The relationship with the business model

8. Developing a marketing and sales programme

8.1. A one-page marketing and sales plan

8.2. Content of the plan

8.3. Marketing instruments

8.4. Product: designing a product application and product line

8.5. Price: how to set your price

8.6. Promotion: creating awareness and communicating with a limited budget

8.7. Place: obtaining market access

9. The role of sales in customer development

9.1. The sales learning curve

9.2. Sales as the motivated knowledge broker for innovation

9.3. Initial solution selling activities

9.4. Developing the sales roadmap

9.5. Developing the sales message

9.6. Managing customer expectations

10. Developing the new firm’s marketing and sales capabilities

10.1. Developing the commercial capabilities of the new firm

10.2. Marketing and sales capabilities for survival and growth stages

10.3. From customer development team to marketing/sales department

10.4. Implement, evaluate, and improve the one-page plan

10.5. Concluding remarks