Entrepreneurial marketing : beyond professionalism to creativity, leadership, and sustainability / Philip Kotler, [and 3 others].

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.

"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"-- Provided by publisher.