Nijssen, E. J.  1963- <br/><br/>
Entrepreneurial marketing :  an effectual approach / 
Edwin J. Nijssen. 
 - Second Edition. 
 - xii, 169 pages :  illustrations ;  22 cm.  
<br/><br/> Revised edition of the author's Entrepreneurial marketing, 2014. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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. 
<br/><br/> Revised edition of the author's Entrepreneurial marketing, 2014. 
<br/><br/>  
<br/><br/><br/>In English. 
<br/><br/><label>ISBN: </label>9781138712904 (hardback : alk. paper) 9781138712911 (pbk. : alk. paper) 
<br/><br/><label>LCCN: </label>2016049696 
<br/><br/><label>Subjects--Topical Terms: </label><br/>New products--Marketing.<br/>Marketing--Management.<br/>Entrepreneurship.<br/>Small business marketing.
<br/><br/><label>LC Class. No.: </label>HF5415.153  / .N52 2017 
<br/><br/><label>Dewey Class. No.: </label>658.8/N58