| Description |
1 online resource |
| Note |
Includes index. |
| 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"-- Provided by publisher. |
| Subject |
Marketing -- Management.
|
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Organizational change.
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Decision making.
|
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Strategic planning.
|
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Creative ability in business.
|
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Marketing -- Gestion. |
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Changement organisationnel. |
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Prise de décision. |
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Planification stratégique. |
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Créativité dans les affaires. |
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decision making. |
|
Creative ability in business |
|
Decision making |
|
Marketing -- Management |
|
Organizational change |
|
Strategic planning |
| Added Author |
Kartajaya, Hermawan, 1947- author.
|
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Hooi, Den Huan, author.
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| Other Form: |
Print version: Kotler, Philip. Entrepreneurial marketing First edition. Hoboken, NJ : Wiley, [2023] 9781119835202 (DLC) 2022054469 |
| ISBN |
9781119835431 electronic publication |
|
1119835437 electronic book |
|
9781119835448 adobe electronic book |
|
1119835445 |
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hardcover |
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