Loading…
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...
| Call Number: | Libro Electrónico |
|---|---|
| Main Authors: | , , |
| Format: | Electronic eBook |
| Language: | Inglés |
| Published: |
Hoboken, NJ :
Wiley,
[2023]
|
| Edition: | First edition. |
| Subjects: | |
| Online Access: | Texto completo (Requiere registro previo con correo institucional) |
| 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"-- |
|---|---|
| Item Description: | Includes index. |
| Physical Description: | 1 online resource |
| ISBN: | 9781119835431 1119835437 9781119835448 1119835445 |