Entrepreneurial marketing - Catalogue Library Neoma Business School

Entrepreneurial marketing / E.J. NIJSSEN / TAYLOR AND FRANCIS (2014)

Titre :	Entrepreneurial marketing : an effectual approach
Type de document :	e-book
Auteurs :	E.J. NIJSSEN
Editeur :	TAYLOR AND FRANCIS
Année de publication :	2014
Importance :	162 p.
Présentation :	illustrations
ISBN/ISSN/EAN :	978-1-315-85839-5
Langues :	Anglais (eng)
Mots-clés :	Management INNOVATION ; MARKETING STRATEGIQUE ; PRODUIT NOUVEAU
Résumé :	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, and cooperation with first customers.
Nombre d'accès :	1
En ligne :	http://www.vlebooks.com/vleweb/product/openreader?id=Neoma&accId=9169105&isbn=97 [...]
Permalink :	https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=111704