Entrepreneurial Marketing: An Effectual Approach by Edwin J. Nijssen
Publication details: Routledge New York 2017Edition: 2 ndDescription: xii, 169 pages; Illustration: 8.5 cmsISBN:- 9781138712911
- 658.8
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
Book | Indian Institute of Management Visakhapatnam General Stacks | 658.8 NIJ (Browse shelf(Opens below)) | Checked out | 07/28/2024 | 001132 |
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.
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