Entrepreneurial Marketing
Beyond Professionalism to Creativity, Leadership, and Sustainability
1. Auflage März 2023
288 Seiten, Hardcover
Sachbuch
Weitere Versionen
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 xiii
Acknowledgments xv
1 The Omnihouse Model: A Holistic Perspective of Entrepreneurial Marketing 1
2 From Professional to Entrepreneurial Marketing: The Core Elements of the Omnihouse Model 7
3 Rethinking Competition: Collaborating for Sustainability 17
4 Navigating Customers: Progressive Approach for Stronger Market Position 33
5 Unifying Capabilities: Converging Mindsets Within an Organization 47
6 Integrating Functions: Converging Departments Within an Organization 55
7 Converging Creativity and Productivity: From Idea Generation to Capital Optimization 67
8 Creativity and the Balance Sheet: Securing Funding for Imaginative Capabilities 79
9 Converging Innovation and Improvement: Solution-Centric Approach for Higher Profit Margin 93
10 Converging Leadership and Management: Maintaining Values and Increasing Market Value 109
11 Finding and Seizing Opportunities: From Business Outlook to Marketing Architecture 123
12 Building Omni Capabilities: From Preparation to Execution 141
13 Securing Future Trajectory: From Balance Sheet to Market Value 161
14 Uniting Marketing and Finance: From Separation to Integration 181
15 Technology for Humanity: High Tech, Higher Touch 199
16 Technology and Stakeholders: Leveraging Tools to Increase Value 211
17 The Post-Operational Excellence: Balancing Rigidity and Flexibility 225
Epilogue: Visioning the Next Curve 241
Appendix: Punokawan and Pandava: The Indonesian Mythic Symbols of CI-EL and PI-PM in the Omnihouse Model 249
About the Authors 253
Index 255
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.
