John Wiley & Sons Entrepreneurial Marketing Cover An eye-opening discussion of the future of marketing, from four of the leading minds in the field I.. Product #: 978-1-119-83520-2 Regular price: $25.14 $25.14 Auf Lager

Entrepreneurial Marketing

Beyond Professionalism to Creativity, Leadership, and Sustainability

Kotler, Philip / Kartajaya, Hermawan / Huan, Hooi Den / Mussry, Jacky


1. Auflage März 2023
288 Seiten, Hardcover

ISBN: 978-1-119-83520-2
John Wiley & Sons

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An eye-opening discussion of the future of marketing, from four of the leading minds in the field

In Entrepreneurial Marketing: Beyond Professional Marketing, a renowned team of marketing leaders, including the "Father of Modern Marketing," Professor Philip Kotler, delivers a groundbreaking and incisive redefinition of entrepreneurial marketing. In the book, some of the marketing sector's brightest minds explore the increasingly essential initiative to build new capabilities beyond the mainstream marketing approach that also consider the effect of digital connectivity on consumers and companies everywhere. This book also discusses what marketers need to do to break the stagnation of normative marketing approaches that are often no longer effective in dealing with dynamic business environments.

The authors introduce a fresh entrepreneurial marketing approach, converging dichotomies into a coherent form. The book also includes:
* A post-entrepreneurial-marketing view of the commercial landscape which puts the operational aspect at the center of the action, converging marketing and finance, and adopting technology for humanity
* Discussions of the strategies and techniques that will drive the actions of the marketing departments to create value with values that will lead the company to success through the year 2030
* Explorations of the paradox between the development of core competencies and collaboration with various parties, including competitors

The latest publication from some of the foremost minds in marketing--and in business, generally--Entrepreneurial Marketing: Beyond Professional Marketing is a must-read combination of unique insight, concrete advice, and implementable strategies that introduce a new mindset for every professional marketer, entrepreneur, and business leaders worldwide.

Prologue: Marketing in the Post-Normal Era

Chapter 1: The Omnihouse Model A Holistic Perspective of Entrepreneurial Marketing

Chapter 2: From Professional to Entrepreneurial Marketing: The Core Elements of 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 Humanity: 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 A: Punokawan and Pandava: The Indonesian Mythic Symbols of CI-EL and PI-PM in the Omnihouse Model

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg School of Management. He is a world-leading and award-winning authority on marketing. His books have been translated into twenty-five languages.

HERMAWAN KARTAJAYA is Founder and Chairman of MarkPlus, Inc., a leading marketing consulting firm in Indonesia. He is the Co-Founder of Asia Marketing Federation Foundation and one of the 50 Gurus Who Have Shaped the Future of Marketing.

HOOI DEN HUAN is an Associate Professor of Marketing at the Nanyang Business School and former Director of the Nanyang Technopreneurship Center at the Nanyang Technological University in Singapore. He is a Co-Founder of the Asia Marketing Federation Foundation.

JACKY MUSSRY is Deputy Chairman and CEO at MarkPlus, Inc. He has twenty-five years' consulting experience in multiple industries and regularly lectures on marketing and strategy related subjects.

H. Kartajaya, MarkPlus Strategy Consulting