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230908 ||| eng |
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|a 1119835445
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|a 9781119835431
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|a 9781119835448
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|a 1119835437
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|a HF5415.13
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|a Kotler, Philip
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|a Entrepreneurial marketing
|b beyond professional marketing
|c Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry
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| 250 |
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|a First edition
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| 260 |
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|a Hoboken, NJ
|b Wiley
|c 2023
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| 300 |
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|a 1 online resource
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| 653 |
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|a Strategic planning / http://id.loc.gov/authorities/subjects/sh85128511
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| 653 |
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|a Strategic planning / fast
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|a Marketing / Management / http://id.loc.gov/authorities/subjects/sh85081339
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| 653 |
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|a Creative ability in business / http://id.loc.gov/authorities/subjects/sh85033838
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| 653 |
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|a Marketing / Management / fast
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| 653 |
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|a Creative ability in business / fast
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| 653 |
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|a Planification stratégique
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| 653 |
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|a decision making / aat
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|a Changement organisationnel
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|a Organizational change / http://id.loc.gov/authorities/subjects/sh85095525
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| 653 |
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|a Organizational change / fast
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| 653 |
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|a Prise de décision
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| 653 |
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|a Marketing / Gestion
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| 653 |
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|a Decision making / fast
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| 653 |
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|a Créativité dans les affaires
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| 653 |
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|a Decision making / http://id.loc.gov/authorities/subjects/sh85036199
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| 700 |
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|a Kartajaya, Hermawan
|e author
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|a Hooi, Den Huan
|e author
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|a eng
|2 ISO 639-2
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| 989 |
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|b OREILLY
|a O'Reilly
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| 500 |
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|a Includes index
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| 776 |
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|z 9781119835448
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|z 1119835208
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|z 1119835437
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|z 9781119835202
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|u https://learning.oreilly.com/library/view/~/9781119835202/?ar
|x Verlag
|3 Volltext
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|a 153.83
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|a 302
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|a "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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