Entrepreneurial marketing : an effectual approach
By: Nijssen, Edwin J
Material type:
BookPublisher: London : Routledge , c2017.Edition: 2nd ed.Description: ix, 169 p. : ill. ; 23 cm.ISBN: 9781138712904 (hardback : alk. paper); 9781138712911 (pbk. : alk. paper)Subject(s): New products -- Marketing | Marketing -- Management | Entrepreneurship | Small business marketingDDC classification: 658.8 NI EN
| Item type | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
| REGULAR | University of Wollongong in Dubai Main Collection | 658.8 NI EN (Browse shelf) | Available | T0056268 |
Total holds: 0
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| 658.8 MU MA Marketing management : a strategic decision-making approach / | 658.8 MU MA Management and Marketing of Services | 658.8 NE MA Managing negative word-of-mouth on social media platforms : | 658.8 NI EN Entrepreneurial marketing : | 658.8 NI MI The mindful marketer : | 658.8 OC EL Electronic marketing : theory and practice for the 21st century / | 658.8 OC EL Electronic marketing : theory and practice for the 21st century / |
Revised edition of the author's Entrepreneurial marketing, 2014.
Includes bibliographical references 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.