Entrepreneurial marketing : beyond professionalism to creativity, leadership, and sustainability
Kotler, 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 publisher
Type of material - book
; adult, serious
Publication and manufacture - Hoboken (NJ) : John Wiley & Sons, cop. 2023
on loan - outside loan, due date: 19.09.2024
Expected to be available after: 20.09.2024 (1. in queue)
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