Entrepreneurial marketing : how to develop customer demand / Edwin J. Nijssen.

"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, mak...

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Bibliographic Details

Online Access:	Full Text (via Taylor & Francis)
Main Author:	Nijssen, E. J. (Edwin Jacob), 1963- (Author)
Format:	eBook
Language:	English
Published:	London ; New York : Routledge/Taylor & Francis Group, 2022.
Edition:	Third edition.
Subjects:	New products > Marketing. Marketing > Management. Entrepreneurship. Small business marketing.