Book
Entrepreneurial marketing: beyond professional marketing
Also Known As: Kotler
Table Of Contents
- 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
Management / Marketing / Organizational change / Decision making / Strategic planning / Creative ability in business
Details
Published
Hoboken, NJ : Wiley, 2023
Language
English
Material
xvi, 266 p.
ISBN
9781119835202
Location
TCDC Bangkok - New Arrival (Books)
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