Entrepreneurial marketing : an effectual approach (Record no. 666924)

MARC details
000 -LEADER
fixed length control field 01425 a2200193 4500
008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION
fixed length control field 210111b ||||| |||| 00| 0 eng d
020 ## - INTERNATIONAL STANDARD BOOK NUMBER
International Standard Book Number 9781138712911
082 ## - DEWEY DECIMAL CLASSIFICATION NUMBER
Classification number 658.8
Cutter NIJ
100 ## - MAIN ENTRY--PERSONAL NAME
Personal name Nijssen, E. J.
245 ## - TITLE STATEMENT
Title Entrepreneurial marketing : an effectual approach
260 ## - PUBLICATION, DISTRIBUTION, ETC. (IMPRINT)
Place of publication, distribution, etc Abingdon, Oxon ; New York, NY
Name of publisher, distributor, etc Routledge,
Date of publication, distribution, etc 2017
300 ## - PHYSICAL DESCRIPTION
Extent 169
520 ## - SUMMARY, ETC.
Summary, etc <br/>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,
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Entrepreneurship
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element New products
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Marketing.
650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM
Topical term or geographic name as entry element Management
942 ## - ADDED ENTRY ELEMENTS (KOHA)
Source of classification or shelving scheme Dewey Decimal Classification
Item type Books
Holdings
Withdrawn status Lost status Source of classification or shelving scheme Damaged status Not for loan Collection code Home library Current library Shelving location Date acquired Source of acquisition Cost, normal purchase price Full call number Barcode Date last seen Cost, replacement price Koha item type
    Dewey Decimal Classification     Text Book Symbiosis Institute of Business Management - Hyderabad Symbiosis Institute of Business Management - Hyderabad General 30/10/2020 Shah Book House 2579.76 658.8 NIJ SIBMH-B-10821 30/10/2020 3685.38 Books