Entrepreneurial marketing : beyond professional marketing /
Kotler, Philip,
Entrepreneurial marketing : beyond professional marketing / Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry. - First edition. - xvi, 266 pages : illustration ; 23 cm.
Includes index.
Chapter 1 : The omnihouse model: a holistic perspective of entrepreneurial marketing -- Chapter 2 : From professional to entrepreneurial marketing: the core elements of the omnihouse model -- Chapter 3 : Rethinking competition: collaborating for sustainability -- Chapter 4 : Navigating customers: progressive approach for stronger market position -- Chapter 5 : Unifying capabilities: converging mindsets within an organization -- Chapter 6 : Integrating functions: converging departments within an organization -- Chapter 7 : Converging creativity and productivity: from idea generation to capital optimization -- Chapter 8 : Creativity and the balance sheet: securing funding for imaginative capabilities -- Chapter 9 : Converging innovation and improvement: solution-centric approach for higher profit margin -- Chapter 10 : Converging leadership and management: maintaining values and increasing market value -- Chapter 11 : Finding and seizing opportunities: from business outlook to marketing architecture -- Chapter 12 : Building omni capabilities: from preparation to execution -- Chapter 13 : Securing future trajectory: from balance sheet to market value -- Chapter 14 : Uniting marketing and finance: from separation to integration -- Chapter 15 : Technology for huimanity: high tech, higher touch -- Chapter 16 : Technology and stakeholders: leveraging tools to increase value -- Chapter 17 : The post-operational excellence: balancing rigidity and flexibility -- epilogue: visioning the next curve -- appendix: punokawan and pandava: the indonesian mythic symbols of ci-el and pi-pm in the omnihouse model -- about the authors -- index
Includes index.
"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"--
978-1-119-83520-2
2022054469
Marketing--Management.
ORGANIZATIONAL CHANGE.
DECISION MAKING.
STRATEGIC PLANNING.
CREATIVE ABILITY IN BUSINESS.
HF 5415.13 K68 2023
658.8
Entrepreneurial marketing : beyond professional marketing / Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry. - First edition. - xvi, 266 pages : illustration ; 23 cm.
Includes index.
Chapter 1 : The omnihouse model: a holistic perspective of entrepreneurial marketing -- Chapter 2 : From professional to entrepreneurial marketing: the core elements of the omnihouse model -- Chapter 3 : Rethinking competition: collaborating for sustainability -- Chapter 4 : Navigating customers: progressive approach for stronger market position -- Chapter 5 : Unifying capabilities: converging mindsets within an organization -- Chapter 6 : Integrating functions: converging departments within an organization -- Chapter 7 : Converging creativity and productivity: from idea generation to capital optimization -- Chapter 8 : Creativity and the balance sheet: securing funding for imaginative capabilities -- Chapter 9 : Converging innovation and improvement: solution-centric approach for higher profit margin -- Chapter 10 : Converging leadership and management: maintaining values and increasing market value -- Chapter 11 : Finding and seizing opportunities: from business outlook to marketing architecture -- Chapter 12 : Building omni capabilities: from preparation to execution -- Chapter 13 : Securing future trajectory: from balance sheet to market value -- Chapter 14 : Uniting marketing and finance: from separation to integration -- Chapter 15 : Technology for huimanity: high tech, higher touch -- Chapter 16 : Technology and stakeholders: leveraging tools to increase value -- Chapter 17 : The post-operational excellence: balancing rigidity and flexibility -- epilogue: visioning the next curve -- appendix: punokawan and pandava: the indonesian mythic symbols of ci-el and pi-pm in the omnihouse model -- about the authors -- index
Includes index.
"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"--
978-1-119-83520-2
2022054469
Marketing--Management.
ORGANIZATIONAL CHANGE.
DECISION MAKING.
STRATEGIC PLANNING.
CREATIVE ABILITY IN BUSINESS.
HF 5415.13 K68 2023
658.8
