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Entrepreneurial marketing : beyond professional marketing

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Detailed Information
Resource TypeMonograph
Title StatementEntrepreneurial marketing :beyond professional marketing /Philip Kotler ... [et al.].
Edition Statement1st ed.
Publication/YearHoboken, NJ :Wiley,[2023].
Physical Descriptiona xvi, 266 p. :ill.
ISBN9781119835202 (hbk.)
1119835208 (hbk.)
General Note Includes index.
Summary, Etc. NoteMarketing 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 TermMarketing Management.
Organizational change.
Decision making.
Strategic planning.
Creative ability in business.
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No. Accession No. Call No. Volume/Copy Location/Material Room/Shelf Availability Due Date Make a Reservation Service
1 31379016111339 HF5415.13 .E577 2023 Professor Sangvian Indaravijaya Library/General Books/General Stacks Available
  

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