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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.
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.
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.
Foreword xi
Prologue: Marketing in the Post-Normal Era xiii
Acknowledgments xv
1 The Omnihouse Model: A Holistic Perspective of Entrepreneurial Marketing 1
2 From Professional to Entrepreneurial Marketing: The Core Elements of the Omnihouse Model 7
3 Rethinking Competition: Collaborating for Sustainability 17
4 Navigating Customers: Progressive Approach for Stronger Market Position 33
5 Unifying Capabilities: Converging Mindsets Within an Organization 47
6 Integrating Functions: Converging Departments Within an Organization 55
7 Converging Creativity and Productivity: From Idea Generation to Capital Optimization 67
8 Creativity and the Balance Sheet: Securing Funding for Imaginative Capabilities 79
9 Converging Innovation and Improvement: Solution-Centric Approach for Higher Profit Margin 93
10 Converging Leadership and Management: Maintaining Values and Increasing Market Value 109
11 Finding and Seizing Opportunities: From Business Outlook to Marketing Architecture 123
12 Building Omni Capabilities: From Preparation to Execution 141
13 Securing Future Trajectory: From Balance Sheet to Market Value 161
14 Uniting Marketing and Finance: From Separation to Integration 181
15 Technology for Humanity: High Tech, Higher Touch 199
16 Technology and Stakeholders: Leveraging Tools to Increase Value 211
17 The Post-Operational Excellence: Balancing Rigidity and Flexibility 225
Epilogue: Visioning the Next Curve 241
Appendix: Punokawan and Pandava: The Indonesian Mythic Symbols of CI-EL and PI-PM in the Omnihouse Model 249
About the Authors 253
Index 255
| Erscheinungsjahr: | 2023 |
|---|---|
| Fachbereich: | Betriebswirtschaft |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | 288 S. |
| ISBN-13: | 9781119835202 |
| ISBN-10: | 1119835208 |
| Sprache: | Englisch |
| Herstellernummer: | 1W119835200 |
| Einband: | Gebunden |
| Autor: |
Kotler, Philip
Kartajaya, Hermawan Huan, Hooi Den Mussry, Jacky |
| Hersteller: | Wiley |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 233 x 154 x 26 mm |
| Von/Mit: | Philip Kotler (u. a.) |
| Erscheinungsdatum: | 14.03.2023 |
| Gewicht: | 0,566 kg |
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.
Foreword xi
Prologue: Marketing in the Post-Normal Era xiii
Acknowledgments xv
1 The Omnihouse Model: A Holistic Perspective of Entrepreneurial Marketing 1
2 From Professional to Entrepreneurial Marketing: The Core Elements of the Omnihouse Model 7
3 Rethinking Competition: Collaborating for Sustainability 17
4 Navigating Customers: Progressive Approach for Stronger Market Position 33
5 Unifying Capabilities: Converging Mindsets Within an Organization 47
6 Integrating Functions: Converging Departments Within an Organization 55
7 Converging Creativity and Productivity: From Idea Generation to Capital Optimization 67
8 Creativity and the Balance Sheet: Securing Funding for Imaginative Capabilities 79
9 Converging Innovation and Improvement: Solution-Centric Approach for Higher Profit Margin 93
10 Converging Leadership and Management: Maintaining Values and Increasing Market Value 109
11 Finding and Seizing Opportunities: From Business Outlook to Marketing Architecture 123
12 Building Omni Capabilities: From Preparation to Execution 141
13 Securing Future Trajectory: From Balance Sheet to Market Value 161
14 Uniting Marketing and Finance: From Separation to Integration 181
15 Technology for Humanity: High Tech, Higher Touch 199
16 Technology and Stakeholders: Leveraging Tools to Increase Value 211
17 The Post-Operational Excellence: Balancing Rigidity and Flexibility 225
Epilogue: Visioning the Next Curve 241
Appendix: Punokawan and Pandava: The Indonesian Mythic Symbols of CI-EL and PI-PM in the Omnihouse Model 249
About the Authors 253
Index 255
| Erscheinungsjahr: | 2023 |
|---|---|
| Fachbereich: | Betriebswirtschaft |
| Genre: | Importe, Wirtschaft |
| Rubrik: | Recht & Wirtschaft |
| Medium: | Buch |
| Inhalt: | 288 S. |
| ISBN-13: | 9781119835202 |
| ISBN-10: | 1119835208 |
| Sprache: | Englisch |
| Herstellernummer: | 1W119835200 |
| Einband: | Gebunden |
| Autor: |
Kotler, Philip
Kartajaya, Hermawan Huan, Hooi Den Mussry, Jacky |
| Hersteller: | Wiley |
| Verantwortliche Person für die EU: | Wiley-VCH GmbH, Boschstr. 12, D-69469 Weinheim, product-safety@wiley.com |
| Maße: | 233 x 154 x 26 mm |
| Von/Mit: | Philip Kotler (u. a.) |
| Erscheinungsdatum: | 14.03.2023 |
| Gewicht: | 0,566 kg |
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