Entrepreneurial marketing: beyond professional marketing
"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. Entrepr...
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| Main Authors: | , , |
|---|---|
| Format: | Electronic eBook |
| Language: | English |
| Published: |
Hoboken, NJ
Wiley
[2023]
|
| Edition: | First edition. |
| Subjects: | |
| Links: | https://learning.oreilly.com/library/view/-/9781119835202/?ar |
| Summary: | "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"-- |
| Item Description: | Includes index. - Description based upon online resource; title from PDF title page (viewed March 13th, 2023) |
| Physical Description: | 1 Online-Ressource |
| ISBN: | 9781119835431 1119835437 9781119835448 1119835445 9781119835202 |
Staff View
MARC
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| 650 | 0 | |a Decision making | |
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| 650 | 0 | |a Creative ability in business | |
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| 650 | 4 | |a Changement organisationnel | |
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| discipline | Wirtschaftswissenschaften |
| edition | First edition. |
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| spelling | Kotler, Philip VerfasserIn aut Entrepreneurial marketing beyond professional marketing Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry First edition. Hoboken, NJ Wiley [2023] 1 Online-Ressource Text txt rdacontent Computermedien c rdamedia Online-Ressource cr rdacarrier Includes index. - Description based upon online resource; title from PDF title page (viewed March 13th, 2023) "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"-- Marketing Management Organizational change Decision making Strategic planning Creative ability in business Marketing ; Gestion Changement organisationnel Prise de décision Planification stratégique Créativité dans les affaires decision making Marketing ; Management Kartajaya, Hermawan 1947- VerfasserIn aut Hooi, Den Huan VerfasserIn aut 9781119835202 Erscheint auch als Druck-Ausgabe 9781119835202 |
| spellingShingle | Kotler, Philip Kartajaya, Hermawan 1947- Hooi, Den Huan Entrepreneurial marketing beyond professional marketing Marketing Management Organizational change Decision making Strategic planning Creative ability in business Marketing ; Gestion Changement organisationnel Prise de décision Planification stratégique Créativité dans les affaires decision making Marketing ; Management |
| title | Entrepreneurial marketing beyond professional marketing |
| title_auth | Entrepreneurial marketing beyond professional marketing |
| title_exact_search | Entrepreneurial marketing beyond professional marketing |
| title_full | Entrepreneurial marketing beyond professional marketing Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry |
| title_fullStr | Entrepreneurial marketing beyond professional marketing Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry |
| title_full_unstemmed | Entrepreneurial marketing beyond professional marketing Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry |
| title_short | Entrepreneurial marketing |
| title_sort | entrepreneurial marketing beyond professional marketing |
| title_sub | beyond professional marketing |
| topic | Marketing Management Organizational change Decision making Strategic planning Creative ability in business Marketing ; Gestion Changement organisationnel Prise de décision Planification stratégique Créativité dans les affaires decision making Marketing ; Management |
| topic_facet | Marketing Management Organizational change Decision making Strategic planning Creative ability in business Marketing ; Gestion Changement organisationnel Prise de décision Planification stratégique Créativité dans les affaires decision making Marketing ; Management |
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