||||'Entrepreneurial Marketing is a pioneering book, the first of its kind at the interface between marketing and entrepreneurship. Ed Nijssen excels at offering entrepreneurs of radical new ideas a unique window on their market opportunity. His
How do you sell a totally new kind of product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that has the power to change the marketplace. This means that existing market research will have produced data about market categories and structures that are largely irrelevant to the entrepreneur. This complicates the sales and marketing functions for new products that may be hard for the ...
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