| Edition |
2ne ed |
| Description |
xii, 169 pages : illustrations ; 23 cm. |
| Bibliography |
Includes bibliographical references and index. |
| Contents |
1. Using marketing to create a new business with radically new ideas -- 2. Identifying an application and market -- 3. Segmentation and positioning to maximise the value of a new technology and product application -- 4. Adoption, diffusion, and undiferstanding lead customers -- 5. Competitive and market considiferations -- 6. The customer development process -- 7. Developing a marketing and sales programme -- 8. The role of sales in customer development -- 9. Developing the new firm's marketing and sales capabilities. |
| Subject |
Entrepreneurship
|
|
Marketing -- Management
|
|
New products -- Marketing
|
|
Small business marketing
|
| ISBN |
9781138712904 |
|
