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Entrepreneurial Marketing: An Effectual Approach – Nijssen, E.J.
This is a summary of the book Entrepreneurial marketing: An effectual approach, written by E.J. Nijssen. The summary covers the entire book (chapter 1-9). Additonally, a brief summary of 4 academic papers, supportive to the book (and part of the course), are added at the end of the summary. The articles are: Gourville 2006 - Eager sellers, Stoney buyers Leslie and Holloway 2006 - the sales learning curve Onyemah and Pesquera 2006 – What entrepreneurs get wrong Popovic 2004 – Launching the ...
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- • 22 pagina's •
This is a summary of the book Entrepreneurial marketing: An effectual approach, written by E.J. Nijssen. The summary covers the entire book (chapter 1-9). Additonally, a brief summary of 4 academic papers, supportive to the book (and part of the course), are added at the end of the summary. The articles are: Gourville 2006 - Eager sellers, Stoney buyers Leslie and Holloway 2006 - the sales learning curve Onyemah and Pesquera 2006 – What entrepreneurs get wrong Popovic 2004 – Launching the ...