Entrepreneurial marketing : beyond professional marketing / Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry.
Material type:
TextPublisher: Hoboken, NJ : Wiley, c2023Edition: First editionDescription: xvi, 266 pages : illustration ; 23 cmContent type: text ISBN: 978-1-119-83520-2Subject(s): Marketing -- Management | ORGANIZATIONAL CHANGE | DECISION MAKING | STRATEGIC PLANNING | CREATIVE ABILITY IN BUSINESSDDC classification: 658.8 LOC classification: HF 5415.13 K68 2023| Item type | Current library | Home library | Collection | Shelving location | Call number | Status | Date due | Barcode |
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NU Fairview College LRC | NU Fairview College LRC | School of Business and Accountancy | General Circulation | GC HF 5415.13 K68 2023 (Browse shelf(Opens below)) | Available | NUFAI000004585 | |
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Books
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NU Fairview College LRC | NU Fairview College LRC | School of Business and Accountancy | General Circulation | GC HF 5415.13 K68 2023 (Browse shelf(Opens below)) | Available | NUFAI000005410 |
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| GC HF 5415.13 C44 2019 Startegic marketing management : the framework / | GC HF 5415.13 D53 2018 The 1-page marketing plan : get new customers, make more money, and stand out from the crowd / | GC HF 5415.13 I33 2023 Marketing management / | GC HF 5415.13 K68 2023 Entrepreneurial marketing : beyond professional marketing / | GC HF 5415.13 K68 2023 Entrepreneurial marketing : beyond professional marketing / | GC HF 5415.13 P75 2019 Essentials of marketing management | GC HF 5415.13 P75 2019 Essentials of marketing management |
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"-- Provided by publisher.
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