000			02620nam a22002537a 4500
005			20241222125522.0
008			241222b |||||||| |||| 00| 0 eng d
020			_a9781119835202
082			_a658.8 _bKOT
100			_aKotler, Philip
245			_aEntrepreneurial marketing: _bbeyond professionalism to creativity, leadership, and sustainability
260			_bWiley _aNew Jersey _c2023
300			_axvi, 266 p.
365			_aUSD _b27.95
520			_aIn 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. (https://www.wiley.com/en-us/Entrepreneurial+Marketing%3A+Beyond+Professionalism+to+Creativity%2C+Leadership%2C+and+Sustainability-p-9781119835202)
650			_aMarketing--Management
650			_aOrganizational change
650			_aDecision making
650			_aStrategic planning
700			_aKartajaya, Hermawan _97363
700			_aHuan, Hooi Den _919946
700			_aMussry, Jacky _919947
942			_cBK _2ddc
999			_c8239 _d8239