TY  - GEN
AU  - Edwin J.Nijssen
TI  - Entrepreneurial Marketing: An Effectual Approach 
SN  - 9781138712911
U1  - 658.8 
PY  - 2017///
CY  - New York
PB  - Routledge
KW  - New products -- Marketing
KW  - Marketing -- Management
KW  - Entrepreneurship
N1  - 	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
ER  -