000			03589cam a22003978i 4500
001			22862304
003			NU
005			20241128175546.0
008			221110s2023 nju 001 0 eng
010			_a 2022054469
020			_a978-1-119-83520-2 _q(hardback)
040			_cNU FAIRVIEW
050	0	0	_aHF 5415.13 K68 2023
082	0	0	_a658.8 _223/eng/20221110
100	1		_aKotler, Philip, _eauthor.
245	1	0	_aEntrepreneurial marketing : _bbeyond professional marketing / _cPhilip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry.
250			_aFirst edition.
263			_a2303
264		1	_aHoboken, NJ : _bWiley, _cc2023.
300			_axvi, 266 pages : _billustration ; _c23 cm.
336			_atext _btxt _2rdacontent
365			_b2688.00
504			_aIncludes index.
505			_aChapter 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.
520			_a"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"-- _cProvided by publisher.
650		0	_aMarketing _xManagement.
650		0	_aORGANIZATIONAL CHANGE.
650		0	_aDECISION MAKING.
650		0	_aSTRATEGIC PLANNING.
650		0	_aCREATIVE ABILITY IN BUSINESS.
700	1		_aKartajaya, Hermawan, _d1947- _eauthor.
700	1		_aHooi, Den Huan, _eauthor.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2lcc _cBK _n0
999			_c5200 _d5200