MARC details
| 000 -LEADER |
|---|
| fixed length control field |
03234nam a22002657a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
|---|
| control field |
OSt |
| 005 - DATE AND TIME OF LATEST TRANSACTION |
|---|
| control field |
20250324160610.0 |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
|---|
| fixed length control field |
250324b |||||||| |||| 00| 0 eng d |
| 020 ## - INTERNATIONAL STANDARD BOOK NUMBER |
|---|
| International Standard Book Number |
9781984637840 |
| 040 ## - CATALOGING SOURCE |
|---|
| Transcribing agency |
Foundation University |
| 050 ## - LIBRARY OF CONGRESS CALL NUMBER |
|---|
| Classification number |
(CBA) HF5415.153 |
| Item number |
2020 H236 |
| 100 ## - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
3G E- LEARNING |
| Dates associated with a name |
author |
| 9 (RLIN) |
10349 |
| 245 ## - TITLE STATEMENT |
|---|
| Title |
3G handy guide: |
| Remainder of title |
marketing a new business / |
| Statement of responsibility, etc. |
Edited by Aleksander Mratinković, Dan Piestun, Hazem Shawky Fouda, Felecia Killings & Sandra El Hajj & etc.. |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
New York: |
| Name of publisher, distributor, etc. |
3G E-Learning ; |
| Date of publication, distribution, etc. |
2020 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
ix, 263 pages : |
| Other physical details |
ill. (col.) ; |
| Dimensions |
230 cm |
| 504 ## - BIBLIOGRAPHY, ETC. NOTE |
|---|
| Bibliography, etc. note |
Includes bibliographical references and appendices. |
| 505 ## - 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.<br/> |
| 520 ## - ABSTRACT, SUMMARY, ETC. |
|---|
| Abstract, 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"-- Provided by publisher. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
New products--Marketing. |
| 9 (RLIN) |
3546 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Marketing--Management. |
| 9 (RLIN) |
6824 |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Entrepreneurship. |
| 650 ## - SUBJECT ADDED ENTRY--TOPICAL TERM |
|---|
| Topical term or geographic name entry element |
Small business marketing. |
| 9 (RLIN) |
10350 |
| 658 ## - INDEX TERM--CURRICULUM OBJECTIVE |
|---|
| Main curriculum objective |
Business Administration, College of |
| Subordinate curriculum objective |
Principles of business & management : practicing ethics, responsibility, sustainability |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Library of Congress Classification |
| Koha item type |
Books |
| Classification part |
HF5415.153 |
| Item part |
2020 H236 |
| Call number prefix |
(CBA) |
| Suppress in OPAC |
No |
