Screen LibraryEntrepreneurial marketing : beyond professionalism to creativity, leadership, and sustainability /
"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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| Main Authors: | |
|---|---|
| Group Author: | ; ; |
| Published: |
Wiley,
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| Publisher Address: | Hoboken, NJ : |
| Publication Dates: | [2023] |
| Literature type: | Book |
| Language: | English |
| Edition: | First edition. |
| Subjects: | |
| Summary: |
"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"-- |
| Carrier Form: | xvi, 266 pages : illustrations ; 24 cm |
| Bibliography: | Includes bibliographical references and index. |
| ISBN: |
9781119835202 1119835208 |
| Index Number: | HF5415 |
| CLC: | F272.1 |
| Call Number: | F272.1/K874 |