Entrepreneurial Marketing - E-book

eBook

Entrepreneurial Marketing - ENG

Beyond Professionalism To Creativity, Leadership, And Sustainability

Hermawan Kartajaya; Philip Kotler; Hooi Den Huan; Jacky Mussry

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$340.00

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Sinopsis

ISBN:	9781119835431
Formato:	ePub
Idioma:	Inglés
Editorial:	Wiley Professional Development (P&T)
Tema:	Negocios y economía
Subtema:	Marketing general
Año de publicación:	2023-03-08

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.

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