TY  - BOOK
AU  - Kotler,Philip
AU  - Kartajaya,Hermawan
AU  - Hooi,Den Huan
AU  - Mussry,Jacky
TI  - Entrepreneurial marketing: beyond professionalism to creativity, leadership, and sustainability 
SN  - 9781119835202
AV  - HF5415.13 .K635 2023
U1  - 658.8 23/eng/20221110
PY  - 2023///
CY  - Hoboken, New Jersey
PB  - John Wiley & Sons, Inc.
KW  - Marketing
KW  - Management
KW  - Organizational change
KW  - Decision making
KW  - Strategic planning
KW  - Creative ability in business
N1  - Includes index; Prologue: Marketing in the post-normal era -- The omnihouse model: a holistic perspective of entrepreneurial marketing -- From professional to entrepreneurial marketing: the core elements of the omnihouse model -- Rethinking competition: collaborating for sustainability -- Navigating customers: progressive approach for stronger market position -- Unifying capabilities: converging mindsets within an organization -- Integrating functions: converging departments within an organization -- Converging creativity and productivity: from idea generation to capital optimization -- Creativity and the balance sheet: securing funding for imaginative capabilities -- Converging innovation and improvement: solution-centric approach for higher profit margin -- Converging leadership and management: maintaining: maintaining values and increasing market value -- Finding and seizing opportunities: from business outlook to marketing architecture -- Building omni capabilities: from preparation to execution -- Securing future trajectory: from balance sheet to market value -- Uniting marketing and finance: from separation to integration -- Technology for humanity: high tech, higher touch -- Technology and stakeholders: leveraging tools to increase value -- The post-operational excellence: balancing rigidity and flexibility -- Epilogue: Visioning the next curve
N2  - "Marketing legend Phil Kotler and his colleagues explain why the conventional "professional" approach to marketing is no longer enough. Marketers must be more entrepreneurial, creative, and risk-taking, if they are to adapt to the challenges of the post-pandemic digital world. Entrepreneurial Marketing explains the basics of professional marketing and marketing operations, but also how this foundation must support entrepreneurial thinking and risk-taking. This marriage of professional and entrepreneurship is the new capability marketers need to grow their companies in the next ten years. Each chapter starts with a global or regional case study"--
ER  -