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Entrepreneurial marketing :an effect...

Nijssen, E. J. (1963-)

Entrepreneurial marketing :an effectual approach /

紀錄類型:	書目-語言資料,印刷品 : Monograph/item
杜威分類號:	658.8
書名/作者:	Entrepreneurial marketing : : an effectual approach // Edwin J. Nijssen.
作者:	Nijssen, E. J.
出版者:	London ; : Routledge,, 2017.
面頁冊數:	xii, 169 p. : : ill. ;; 22 cm.
附註:	Rev. ed. of the author's Entrepreneurial marketing, 2014.
標題:	New products - Marketing.
標題:	Marketing - Management.
標題:	Entrepreneurship.
標題:	Small business marketing.
ISBN:	9781138712911 (pbk.) :
ISBN:	9781138712904 (hbk.)
書目註:	Includes bibliographical references (p. [160]-165) and index.
內容註:	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.

Entrepreneurial marketing :an effectual approach /
Nijssen, E. J.1963-

Entrepreneurial marketing :an effectual approach /Edwin J. Nijssen. - 2nd ed. - London ;Routledge,2017. - xii, 169 p. :ill. ;22 cm.

Rev. ed. of the author's Entrepreneurial marketing, 2014.

Includes bibliographical references (p. [160]-165) and index.

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.

ISBN: 9781138712911 (pbk.) :NTD 1,417

LCCN: 2016049696Subjects--Topical Terms:

385827
New products
--Marketing.

LC Class. No.: HF5415.153 / .N52 2017

Dewey Class. No.: 658.8

Entrepreneurial marketing :an effectual approach /
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505 0 $a 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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