Entrepreneurial marketing : an effectual approach

By:

Nijssen, E. J

Publication details: Abingdon, Oxon ; New York, NY Routledge, 2017Description: 169ISBN:

9781138712911

Subject(s):

DDC classification:

658.8 NIJ

Summary: 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,

Tags from this library: No tags from this library for this title. Log in to add tags.

Holdings
Item type	Current library	Collection	Call number	Status	Date due	Barcode
Books	Symbiosis Institute of Business Management - Hyderabad General	Text Book	658.8 NIJ (Browse shelf(Opens below))	Available		SIBMH-B-10821

Browsing Symbiosis Institute of Business Management - Hyderabad shelves, Shelving location: General, Collection: Text Book Close shelf browser (Hides shelf browser)

Previous								Next
Previous	658.8 MAJ Product management in India	658.8 NAR Services marketing:	658.8 NAR Services marketing:	658.8 NIJ Entrepreneurial marketing : an effectual approach	658.8 PRA Fundamentals of business analytics	658.8 PRA Fundamentals of business analytics	658.8 PRA Fundamentals of business analytics	Next

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,

There are no comments on this title.

to post a comment.