000			01425 a2200193 4500
999			_c666924 _d666924
008			210111b ||||| |||| 00| 0 eng d
020			_a9781138712911
082			_a658.8 _bNIJ
100			_aNijssen, E. J.
245			_aEntrepreneurial marketing : an effectual approach
260			_aAbingdon, Oxon ; New York, NY _bRoutledge, _c2017
300			_a169
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,
650			_a Entrepreneurship
650			_a New products
650			_aMarketing.
650			_a Management
942			_2ddc _cB