TY  - BOOK
AU  - Nijssen,E.J.
TI  - Entrepreneurial marketing: an effectual approach 
SN  - 9780415722216 (pbk.) :
AV  - HF5415.153 .N52 2014
U1  - 658.8 NIJ 
PY  - 2014///
CY  - Abingdon, Oxon
PB  - Routledge
KW  - New products
KW  - Marketing
KW  - Management
KW  - Entrepreneurship
KW  - Small business marketing
KW  - Business and Management
KW  - ukslc
KW  - Economics
KW  - thema
KW  - Research & development management
KW  - Sales & marketing management
KW  - Sales & marketing
N1  - Includes bibliographical references and index; 1.using marketing to create a new business with radically new ideas -- 2.Identifying an application and market -- 3.Segmentation and positioning to maximise the value of a new technology and product applications -- 4.Adoption, diffusion, and understanding lead customers -- 5.Competitive and market considerations -- 6.The customer development process -- 7.Developing a marketing and sales programme -- 8.The sales side of customer development -- 9.Developing the new firm\'s marketing and sales capabilities
N2  - 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. This title focuses on this special challenge: new marketing methods for new products
ER  -