Entrepreneurial marketing : how to develop customer demand

Edwin J. Nijssen

Using marketing to create a new business with radically new ideas -- Identifying an application and market -- Identifying the market: segmentation and positioning to maximise the value of the product application -- Adoption, diffusion, and understanding lead customers -- Important competitive and market considerations -- Market research -- The customer development process -- Developing a marketing and sales programme -- The role of sales in customer development -- Developing the new firm's marketing and sales capabilities.

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Year of publication:	2022 ; Third edition.
Authors:	Nijssen, E. J.
Publisher:	Milton Park, Abingdon, Oxon : Routledge,
Subject:	Unternehmensgründung \| Business start-up \| Verkauf \| Selling \| Produktentwicklung \| New product development \| Marketingmanagement \| Marketing management

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Extent:	1 online resource
Type of publication:	Book / Working Paper
Language:	English
ISBN:	978-1-003-01019-7 ; 1-003-01019-9 ; 978-1-000-43648-8 ; 1-000-43648-9 ; 978-1-000-43643-3 ; 1-000-43643-8 ; 978-0-367-44531-7 ; 978-0-367-44532-4
Source:	ECONIS - Online Catalogue of the ZBW

Persistent link: https://www.econbiz.de/10013176390