Marketing is a set of processes for creating, communicating and delivering value to customers.  It manages customer relationships in ways that benefit the organization and its stakeholders. Traditional marketers define specific goals (in terms of positioning and targeting) and then look for a set of means (the marketing mix) to achieve them. Entrepreneurs, however, engage in marketing in ways that deviate from this mainstream marketing theory. Using an approach called "effectuation" logic, they start with a set of means and in deploying them, goals gradually emerge. Moreover, limited marketing resources (certainly for starting companies) are often leveraged in a creative way.

This textbook is built around a " value framework ", consisting of four the customer value, the emerging segments, the marketing processes and the financial objectives.  Theory is illustrated with practical examples and cases, based on information from well-known innovative companies (with inspiring entrepreneurs) and (smaller) startup companies.

Hence, this textbook helps startups "and" existing companies with growth ambitions to explore new strategic marketing moves.