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

by Philip Kotler (Author), Hermawan Kartajaya (Author), Hooi Den Huan (Author)

An eye-opening discussion of the future of marketing, from four of the leading minds in the field

In Entrepreneurial Marketing: Beyond Professional Marketing, a renowned team of marketing leaders, including the "Father of Modern Marketing," Professor Philip Kotler, delivers a groundbreaking and incisive redefinition of entrepreneurial marketing. In the book, some of the marketing sector's brightest minds explore the increasingly essential initiative to build new capabilities beyond the mainstream marketing approach that also consider the effect of digital connectivity on consumers and companies everywhere. This book also discusses what marketers need to do to break the stagnation of normative marketing approaches that are often no longer effective in dealing with dynamic business environments.

The authors introduce a fresh entrepreneurial marketing approach, converging dichotomies into a coherent form. The book also includes:

• A post-entrepreneurial-marketing view of the commercial landscape which puts the operational aspect at the center of the action, converging marketing and finance, and adopting technology for humanity
• Discussions of the strategies and techniques that will drive the actions of the marketing departments to create value with values that will lead the company to success through the year 2030
• Explorations of the paradox between the development of core competencies and collaboration with various parties, including competitors

The latest publication from some of the foremost minds in marketing--and in business, generally--Entrepreneurial Marketing: Beyond Professional Marketing is a must-read combination of unique insight, concrete advice, and implementable strategies that introduce a new mindset for every professional marketer, entrepreneur, and business leaders worldwide.

Front Jacket

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.

Back Jacket

Straight from the father of modern marketing, Philip Kotler, comes an eye-opening exploration of marketing in a permanently changed world

Marketing has become too professionalized. It needs more creativity and entrepreneurial spirit. Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability is a clarion call to marketers to embrace new and exciting strategies suited to the post-COVID world.

COVID-19 has shaken the business environment to its core and fundamentally changed the way brands interact with consumers. In this book, you'll learn how to leverage the authors' Omnihouse Model and cutting-edge, new approaches in converging various dichotomies within companies so that they can better interact with their stakeholders.

Discover how to put the entrepreneurial and operational aspects of your marketing plan at the center of the action as you explore insightful and illuminating marketing case studies in each chapter.

A must-read resource for anyone interested in developing their brand in a world where many accepted marketing "truths" are being reconsidered, Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability belongs in the hands of marketing professionals, executives, founders, managers, and anyone else who wants a sneak peek into the marketing strategies that will carry them to 2030 and beyond.

Author Biography

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.