Entrepreneurial Marketing 1st edition by Hermawan Kartajaya, Philip Kotler, Hooi Den Huan, Jacky Mussry 9781119835431 1119835437

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ISBN 10: 1119835437
ISBN 13: 9781119835431 
Author: Hermawan Kartajaya; Philip Kotler; Hooi Den Huan; Jacky Mussry

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.

Entrepreneurial Marketing 1st Table of contents:

CHAPTER 1: The Omnihouse Model

• Overcoming Marketing Blind Spots

CHAPTER 2: From Professional to Entrepreneurial Marketing

• Understanding Professional Marketing
• Comparing Professional and Entrepreneurial Marketing

CHAPTER 3: Rethinking Competition

• Balancing Competition and Collaboration

CHAPTER 4: Navigating Customers

• Customer Management Toward 2030

CHAPTER 5: Unifying Capabilities

• Converging Mindsets Within an Organization

CHAPTER 6: Integrating Functions

• Connecting Marketing and Finance

CHAPTER 7: Converging Creativity and Productivity

• Attracting Customers and Investors

CHAPTER 8: Creativity and the Balance Sheet

• Securing Funding for Imaginative Capabilities

CHAPTER 9: Converging Innovation and Improvement

• Solution‐Centric Approach for Higher Profit Margin

CHAPTER 10: Converging Leadership and Management

• Maintaining Values and Increasing Market Value

CHAPTER 11: Finding and Seizing Opportunities

• From Business Outlook to Marketing Architecture

CHAPTER 12: Building Omni Capabilities

• From Preparation to Execution

CHAPTER 13: Securing Future Trajectory

• From Balance Sheet to Market Value

CHAPTER 14: Uniting Marketing and Finance

• From Separation to Integration

CHAPTER 15: Technology for Humanity

• High Tech, Higher Touch

CHAPTER 16: Technology and Stakeholders

• Leveraging Tools to Increase Value

CHAPTER 17: The Post‐Operational Excellence

• Balancing Rigidity and Flexibility

Epilogue

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