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Entrepreneurial marketing :an effectual approach /

紀錄類型:	書目-語言資料,印刷品 : 單行本
正題名/作者:	Entrepreneurial marketing :/ Edwin J. Nijssen.
其他題名:	an effectual approach /
作者:	Nijssen, E. J.
出版者:	Abingdon, Oxon :Routledge,2014.
面頁冊數:	xii, 149 p. :ill. ;22 cm.
標題:	Entrepreneurship. -
ISBN:	9780415722216 (paperback) :
ISBN:	9780415722209 (hardback)

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

Entrepreneurial marketing :an effectual approach /Edwin J. Nijssen. - Abingdon, Oxon :Routledge,2014. - xii, 149 p. :ill. ;22 cm.

Includes bibliographical references and index.

"How do you sell a totally new kind of product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that has the power to change the marketplace. This means that existing market research will have produced data about market categories and structures that are largely irrelevant to the entrepreneur. This complicates the sales and marketing functions for new products that may be hard for the market to understand in the first place. Entrepreneurial Marketing focuses on this special challenge: new marketing methods for new products. 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. The author stresses effectuation, iterative thinking, principles of affordable loss, adjustment for emerging opportunities, and cooperation with first customers. This new textbook provides students of entrepreneurial marketing with everything they need to know to succeed in these classes as well as practical tools and techniques that will be useful after the exams have finished"--

ISBN: 9780415722216 (paperback) :NT1524

LCCN: 2013039282Subjects--Topical Terms:

150083
Entrepreneurship.

LC Class. No.: HF5415.153 / .N52 2014

Dewey Class. No.: 658.8

Entrepreneurial marketing :an effectual approach /
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504 $a Includes bibliographical references and index.
520 # $a "How do you sell a totally new kind of product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that has the power to change the marketplace. This means that existing market research will have produced data about market categories and structures that are largely irrelevant to the entrepreneur. This complicates the sales and marketing functions for new products that may be hard for the market to understand in the first place. Entrepreneurial Marketing focuses on this special challenge: new marketing methods for new products. 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. The author stresses effectuation, iterative thinking, principles of affordable loss, adjustment for emerging opportunities, and cooperation with first customers. This new textbook provides students of entrepreneurial marketing with everything they need to know to succeed in these classes as well as practical tools and techniques that will be useful after the exams have finished"-- $c Provided by publisher.
650 # 0 $a Entrepreneurship. $3 150083
650 # 0 $a Marketing $x Management. $3 147454
650 # 0 $a New products $x Marketing. $3 151753
650 # 0 $a Small business marketing. $3 1000002469