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Title: Entrepreneurial marketing : an effectual approach / Edwin J. Nijssen.
Main Entry: Nijssen, E. J. (Edwin Jacob), 1963- author.
Publisher: Routledge, an imprint of the Taylor & Francis Group,
Publication Date: 2017.
Publication Place: Abingdon, Oxon ; New York, NY :
ISBN: 9781138712904
1138712906
9781138712911
1138712914
9781315199863
Subject: New products -- Marketing.
Marketing -- Management.
Entrepreneurship.
Small business marketing.
Entrepreneurship.
Marketing -- Management.
New products -- Marketing.
Small business marketing.
Entrepreneurship.
Marketing.
Management.
Edition: Second edition.
Contents: 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.
Related Records: Online version: Nijssen, E.J. (Edwin Jacob), 1963- Entrepreneurial marketing. Second Edition. New York : Routledge, 2017 9781315199863 (DLC) 2016050305
Cover Image: http://images.amazon.com/images/P/9781138712911.jpg
http://images.amazon.com/images/P/1138712906.jpg
http://images.amazon.com/images/P/9781138712904.jpg
http://images.amazon.com/images/P/9781315199863.jpg
http://images.amazon.com/images/P/1138712914.jpg

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