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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Detalles Bibliográficos
Clasificación:Libro Electrónico
Autores principales: Kotler, Philip (Autor), Kartajaya, Hermawan, 1947- (Autor), Hooi, Den Huan (Autor)
Formato: Electrónico eBook
Idioma:Inglés
Publicado: Hoboken, NJ : Wiley, [2023]
Edición:First edition.
Temas:
Marketing > Management.
Organizational change.
Decision making.
Strategic planning.
Creative ability in business.
Acceso en línea:Texto completo (Requiere registro previo con correo institucional)

MARC

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100 1 |a Kotler, Philip,  |e author. 
245 1 0 |a Entrepreneurial marketing :  |b beyond professional marketing /  |c Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry. 
250 |a First edition. 
264 1 |a Hoboken, NJ :  |b Wiley,  |c [2023] 
300 |a 1 online resource 
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500 |a Includes index. 
520 |a "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"--  |c Provided by publisher. 
588 |a Description based upon online resource; title from PDF title page (viewed March 13th, 2023). 
590 |a O'Reilly  |b O'Reilly Online Learning: Academic/Public Library Edition 
650 0 |a Marketing  |x Management. 
650 0 |a Organizational change. 
650 0 |a Decision making. 
650 0 |a Strategic planning. 
650 0 |a Creative ability in business. 
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650 7 |a Decision making.  |2 fast  |0 (OCoLC)fst00889035 
650 7 |a Marketing  |x Management.  |2 fast  |0 (OCoLC)fst01010209 
650 7 |a Organizational change.  |2 fast  |0 (OCoLC)fst01047828 
650 7 |a Strategic planning.  |2 fast  |0 (OCoLC)fst01134371 
700 1 |a Kartajaya, Hermawan,  |d 1947-  |e author. 
700 1 |a Hooi, Den Huan,  |e author. 
776 0 8 |i Print version:  |a Kotler, Philip.  |t Entrepreneurial marketing  |b First edition.  |d Hoboken, NJ : Wiley, [2023]  |z 9781119835202  |w (DLC) 2022054469 
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