Entrepreneurial marketing : an effectual approach / Edwin J. Nijssen.
By: Nijssen, E. J. (Edwin Jacob) [author.]
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London, UK ; New York, NY, USA : Routledge, Taylor & Francis Group, ©2017Edition: Second Edition.Description: xii, 169 pages : illustrations ; 22 cm.Content type: text. ISBN: 9781138712904 (hardback : alk. paper); 9781138712911 (pbk. : alk. paper).Subject(s): New products -- Marketing | Marketing -- Management | Entrepreneurship | Small business marketingAdditional physical formats: Online version:: Entrepreneurial marketingDDC classification: 658.8/N58 Other classification: CBA | Item type | Current location | Collection | Call number | Status | Date due | Barcode |
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Books
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College Library General Circulation Section | GC | CBA 658.8/N58 (Browse shelf) | Available | 83416 |
Revised edition of the author's Entrepreneurial marketing, 2014.
Includes bibliographical references and index.
Preface -- Using marketing to create a new business with radically new product ideas -- Identifying an application and market -- Segmentation and positioning to maximise the value of a new technology and product application -- Adoption, diffusion, and understanding lead customers -- Competitive and market considerations -- The customer development process -- Developing a marketing and sales programme -- The role of sales in customer development -- Developing the new firm¿s marketing and sales capabilities -- References.
Revised edition of the author's Entrepreneurial marketing, 2014.
In English.
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