Entrepreneurial Marketing : (Record no. 8093)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 03081nam a22003137a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER | |
| control field | AE-UQU |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20230731114302.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION | |
| fixed length control field | 230731b |||||||| |||| 00| 0 eng d |
| 010 ## - LIBRARY OF CONGRESS CONTROL NUMBER | |
| LC control number | |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER | |
| International Standard Book Number | 9780367445324 |
| Qualifying information | (paperback) |
| 040 ## - CATALOGING SOURCE | |
| Original cataloging agency | DLC |
| Language of cataloging | eng |
| Description conventions | rda |
| Transcribing agency | AE-UQU |
| 082 00 - DEWEY DECIMAL CLASSIFICATION NUMBER | |
| Classification number | 658.8 |
| 100 1# - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Nijssen, E. J. |
| Fuller form of name | (Edwin Jacob), |
| Relator term | author. |
| 245 10 - TITLE STATEMENT | |
| Title | Entrepreneurial Marketing : |
| Remainder of title | how to develop customer demand / |
| Statement of responsibility, etc. | Edwin J. Nijssen. |
| 250 ## - EDITION STATEMENT | |
| Edition statement | Third edition. |
| 264 #1 - PRODUCTION, PUBLICATION, DISTRIBUTION, MANUFACTURE, AND COPYRIGHT NOTICE | |
| Place of production, publication, distribution, manufacture | New York, NY : |
| Name of producer, publisher, distributor, manufacturer | Routledge, |
| Date of production, publication, distribution, manufacture, or copyright notice | 2022. |
| 300 ## - PHYSICAL DESCRIPTION | |
| Extent | 164 pages. |
| 336 ## - CONTENT TYPE | |
| Content type term | text |
| Content type code | txt |
| Source | rdacontent |
| 337 ## - MEDIA TYPE | |
| Media type term | unmediated |
| Media type code | n |
| Source | rdamedia |
| 338 ## - CARRIER TYPE | |
| Carrier type term | volume |
| Carrier type code | nc |
| Source | rdacarrier |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE | |
| Bibliography, etc. note | Includes bibliographical references and index. |
| 505 0# - FORMATTED CONTENTS NOTE | |
| Formatted contents note | 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. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | "How do you sell an innovative product to a market that does not yet exist? Entrepreneurial businesses often create products and services based on radically new technology that have the power to change the marketplace. Existing market research data will be largely irrelevant in these cases, making sales and marketing of innovative new products especially challenging to entrepreneurs. Entrepreneurial Marketing focuses on this challenge. 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. Edwin J. Nijssen stresses principles of affordable loss, experimentation and adjustment for emerging opportunities, as well as cooperation with first customers. Containing many marketing examples of successful and cutting-edge innovations (including links to websites and videos), useful lists of key issues and instructions on how to make a one-page marketing plan, Entrepreneurial Marketing provides a vital guide to successfully developing customer demand and a market for innovative new products. This third edition has been thoroughly expanded, including: Expanded content on leveraging digital technologies and their new business models More practical tools, such as coverage of the Lean Canvas model Updated references, cases and new examples throughout; and, Updated online resources This book equips advanced undergraduate and postgraduate students of marketing strategy, entrepreneurial marketing and entrepreneurship with the fundamental tools to succeed in marketing"-- |
| Assigning source | Provided by publisher. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | New products |
| General subdivision | Marketing. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Marketing |
| General subdivision | Management. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Entrepreneurship. |
| 650 #0 - SUBJECT ADDED ENTRY--TOPICAL TERM | |
| Topical term or geographic name entry element | Small business marketing. |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) | |
| Source of classification or shelving scheme | Dewey Decimal Classification |
| Koha item type | Books |
| Date last seen | Total Checkouts | Full call number | Barcode | Copy number | Price effective from | Koha item type | Lost status | Source of classification or shelving scheme | Damaged status | Not for loan | Withdrawn status | Home library | Current library | Date acquired |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| 07/31/2023 | 658.8 N557 2022 | 008287 | C.1 | 07/31/2023 | Books | Dewey Decimal Classification | Central Library | Central Library | 07/31/2023 |