|Title Statement||Entrepreneurial marketing :beyond professional marketing /Philip Kotler ... [et al.].|
|Edition Statement||1st ed.|
|Publication/Year||Hoboken, NJ :Wiley,.|
|Physical Description||a xvi, 266 p. :ill.|
|Summary, Etc. Note||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.|
|Subject Added Entry-Topical Term||Marketing Management.|
Creative ability in business.
Book Review (0 items)
*Book review can be deleted if the content is not related to the book.
Add Book Review