Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability

Kotler, Philip, Kartajaya, Hermawan, Huan, Hooi Den

Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability
  • 出版商: Wiley
  • 出版日期: 2023-03-14
  • 售價: $1,210
  • 貴賓價: 9.5 折 $1,150
  • 語言: 英文
  • 頁數: 288
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 1119835208
  • ISBN-13: 9781119835202
  • 相關分類: 行銷/網路行銷 Marketing

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商品描述

In Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability, a distinguished team of world-leading marketing professionals delivers a wake-up call to the marketing industry that alerts us all to the indisputable fact that the conventional marketing approach is no longer working. To help move us beyond the status quo, the book explains the new Omnihouse Model. This model puts the entrepreneurial and operational aspects of marketing at the center of the action.

Each chapter in the book begins with an instructive global or regional case study.You'll explore how to marry the twin capabilities of innovation and incremental improvement into a single, workable whole. You'll also discover what it means to employ "technology for humanity" and to combine marketing and finance into an integrated, cooperative unit.

An indispensable resource for marketing professionals, salespeople, executives, managers, and business leaders, Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability is a can't-miss book that belongs in the libraries of anyone interested in how best to deal with the ever-changing business landscape and secure customers' loyalty in a world where the old marketing rules no longer work.

作者簡介

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg School of Management. He is a world-leading and award-winning authority on marketing. His books have been translated into twenty-five languages.

HERMAWAN KARTAJAYA is Founder and Chairman of MarkPlus, Inc., a leading marketing consulting firm in Indonesia. He is the Co-Founder of Asia Marketing Federation Foundation and one of the 50 Gurus Who Have Shaped the Future of Marketing.

HOOI DEN HUAN is an Associate Professor of Marketing at the Nanyang Business School and former Director of the Nanyang Technopreneurship Center at the Nanyang Technological University in Singapore. He is a Co-Founder of the Asia Marketing Federation Foundation.

JACKY MUSSRY is Deputy Chairman and CEO at MarkPlus, Inc. He has twenty-five years' consulting experience in multiple industries and regularly lectures on marketing and strategy related subjects.

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