Entrepreneurial Marketing

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How do you sell an innovative product to a market that does not yet exist? Entrepreneurial businesses often create products based on radically new technology that can transform the marketplace. In these cases, existing market research is largely irrelevant, making sales and marketing particularly challenging. This work addresses this issue by reimagining classic marketing concepts such as segmentation, positioning, and the marketing mix in the context of innovative products. It emphasizes principles of affordable loss, experimentation, and adjustment for emerging opportunities, alongside cooperation with early customers. Featuring numerous examples of successful innovations, including links to websites and videos, it offers practical lists of key issues and guidance for crafting a one-page marketing plan. The thoroughly expanded second edition includes a revised one-page marketing plan focusing on three entrepreneurial challenges, coverage of the customer development process, and updated references with new examples. This resource equips students and entrepreneurs with essential tools for successfully developing customer demand and creating a market for innovative products.