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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Bibliographic Details
Call Number:Libro Electrónico
Main Authors: Kotler, Philip (Author), Kartajaya, Hermawan, 1947- (Author), Hooi, Den Huan (Author)
Format: Electronic eBook
Language:Inglés
Published: Hoboken, NJ : Wiley, [2023]
Edition:First edition.
Subjects:
Marketing > Management.
Organizational change.
Decision making.
Strategic planning.
Creative ability in business.
Online Access:Texto completo (Requiere registro previo con correo institucional)

Internet

Texto completo (Requiere registro previo con correo institucional)

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