Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability
Hermawan Kartajaya · Philip Kotler · Hooi Den Huan · Jacky Mussry
Jun 2023 · Gildan Media · Dinarasikan oleh Eric Jason Martin
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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; and explorations of the paradox between the development of core competencies and collaboration with various parties, including competitors.
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; and explorations of the paradox between the development of core competencies and collaboration with various parties, including competitors.
Tentang pengarang
Philip Kotler is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg Graduate School of Management, and one of the world's leading authorities on marketing. His books have been translated into twenty-five languages.
Hermawan Kartajaya is the founder and executive chairman of MarkPlus, Inc., and is one of the "50 Gurus Who Have Shaped the Future of Marketing," according to the Chartered Institute of Marketing, United Kingdom. He is also chairman of the Asia Council for Small Business and a cofounder of the Asia Marketing Federation.
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 cofounder of the Asia Marketing Federation Foundation.
Jacky Mussry is deputy chairman and CEO at MarkPlus, Inc. He has more than twenty-five years' consulting experience in multiple industries and regularly lectures on marketing and strategy-related subjects.
Eric Jason Martin is a producer, director, and voice performer based in Los Angeles. He is the AudioFile Earphones and Audie Award-winning narrator of over 200 audiobooks, including works by Kurt Vonnegut, David Foster Wallace, Karin Slaughter, and Lee Child.
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