Entrepreneurial Marketing: An Effectual Approach by Edwin J. Nijssen

By:

Edwin J. Nijssen [Author]

Publication details: Routledge New York 2017Edition: 2 ndDescription: xii, 169 pages; Illustration: 8.5 cmsISBN:

9781138712911

Subject(s):

DDC classification:

658.8

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.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
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.

There are no comments on this title.

to post a comment.