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Entrepreneurial marketing : beyond professionalism to creativity, leadership, and sustainabilityKotler, Philip, 1931- ..."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"--Provided by publisherType of material - book ; adult, seriousPublication and manufacture - Hoboken (NJ) : John Wiley & Sons, cop. 2023Language - englishISBN - 978-1-119-83520-2COBISS.SI-ID - 183528195
Author
Kotler, Philip, 1931- |
Kartajaya, Hermawan, 1947- |
Hooi, Den Huan |
Mussry, Jacky
Topics
Marketing |
Management |
Organizational change |
Decision making |
Strategic planning |
Creative ability in business |
Marketing |
Gestion |
Changement organisationnel |
Prise de décision |
Planification stratégique |
Créativité dans les affaires |
decision making |
Creative ability in business |
Decision making |
Marketing |
Management |
Organizational change |
Strategic planning |
marketing |
management |
organizacijske spremembe |
odločanje |
strateško planiranje
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Faculty of Economics and Business, Maribor |
on loan - outside loan, due date: 14.10.2024
Expected to be available after: 15.10.2024 (1. in queue) |
Call number – location, accession no. ... |
Copy status |
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339.13 ENTREPRENEURIAL Marketing 339.13 ENTREPRENEURIAL Marketing |
on loan - outside loan, due date: 14.10.2024
Expected to be available after: 15.10.2024 (1. in queue) |
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Database name | Field | Year |
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Links to authors' personal bibliographies | Links to information on researchers in the SICRIS system |
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Kotler, Philip, 1931- | |
Kartajaya, Hermawan, 1947- | |
Hooi, Den Huan | |
Mussry, Jacky |
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