Entrepreneurial marketing : (Record no. 749486)

MARC details
000 -LEADER
fixed length control field 02724cam a22002178i 4500
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
ISBN ‎ 978-1138712911
082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.8 NIJ/E
Edition number 23
100 1# - MAIN ENTRY--AUTHOR NAME
Personal name Nijssen, Edwin J.
245 10 - TITLE STATEMENT
Title Entrepreneurial marketing :
Sub Title an effectual approach/
Statement of responsibility, etc Edwin J Nijssen.
250 ## - EDITION STATEMENT
Edition statement 3rd ed.
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication New York :
Name of publisher ‎ Routledge,
Year of publication 2017.
300 ## - PHYSICAL DESCRIPTION
Number of Pages 170 p.:
504 ## - BIBLIOGRAPHY, ETC. NOTE
Bibliography, etc Includes bibliographical references and index.
505 0# - FORMATTED CONTENTS NOTE
Formatted contents note Using marketing to create a new business with radically new ideas -- Identifying an application and market -- Identifying the market: segmentation and positioning to maximise the value of the product application -- Adoption, diffusion, and understanding lead customers -- Important competitive and market considerations -- Market research -- 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.
520 ## - SUMMARY, ETC.
Summary, etc "How do you sell an innovative product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that have the power to change the marketplace. Existing market research data will be largely irrelevant in these cases, making sales and marketing of innovative new products especially challenging to entrepreneurs. Entrepreneurial Marketing focuses on this challenge. Classic core marketing concepts, such as segmentation, positioning and the marketing mix undergo an 'extreme makeover' in the context of innovative products hitting the market. Edwin J. Nijssen stresses principles of affordable loss, experimentation and adjustment for emerging opportunities, as well as cooperation with first customers. Containing many marketing examples of successful and cutting-edge innovations (including links to websites and videos), useful lists of key issues and instructions on how to make a one-page marketing plan, Entrepreneurial Marketing provides a vital guide to successfully developing customer demand and a market for innovative new products. This third edition has been thoroughly expanded, including: Expanded content on leveraging digital technologies and their new business models More practical tools, such as coverage of the Lean Canvas model Updated references, cases and new examples throughout; and, Updated online resources This book equips advanced undergraduate and postgraduate students of marketing strategy, entrepreneurial marketing and entrepreneurship with the fundamental tools to succeed in marketing"--
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term New products
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term Marketing
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term Entrepreneurship.
650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical Term Small business marketing.
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Koha item type Book
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Home Library Current Location Shelving location Date acquired Full call number Accession Number Price effective from Koha item type
    Dewey Decimal Classification     Institute of Management Institute of Management General Stacks 06/06/2025 658.8 NIJ/E IMK15373 06/06/2025 Book