{"product_id":"entrepreneurial-marketing-isbn-9781119835202","title":"Entrepreneurial Marketing","description":"\u003cp\u003e\u003cb\u003eAn eye-opening discussion of the future of marketing, from four of the leading minds in the field\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eEntrepreneurial Marketing: Beyond Professional Marketing\u003c\/i\u003e, a renowned team of marketing leaders, including the “Father of Modern Marketing,” Professor Philip Kotler, delivers a groundbreaking and incisive redefinition of entrepreneurial marketing. In the book, some of the marketing sector’s brightest minds explore the increasingly essential initiative to build new capabilities beyond the mainstream marketing approach that also consider the effect of digital connectivity on consumers and companies everywhere. This book also discusses what marketers need to do to break the stagnation of normative marketing approaches that are often no longer effective in dealing with dynamic business environments. \u003c\/p\u003e\u003cp\u003eThe authors introduce a fresh entrepreneurial marketing approach, converging dichotomies into a coherent form. The book also includes: \u003c\/p\u003e\u003cul\u003e \u003cli\u003eA post-entrepreneurial-marketing view of the commercial landscape which puts the operational aspect at the center of the action, converging marketing and finance, and adopting technology for humanity\u003c\/li\u003e \u003cli\u003eDiscussions of the strategies and techniques that will drive the actions of the marketing departments to create value with values that will lead the company to success through the year 2030\u003c\/li\u003e \u003cli\u003eExplorations of the paradox between the development of core competencies and collaboration with various parties, including competitors\u003c\/li\u003e\n\u003c\/ul\u003e\u003cp\u003eThe latest publication from some of the foremost minds in marketing—and in business, generally—\u003ci\u003eEntrepreneurial Marketing: Beyond Professional Marketing \u003c\/i\u003eis a must-read combination of unique insight, concrete advice, and implementable strategies that introduce a new mindset for every professional marketer, entrepreneur, and business leaders worldwide. \u003c\/p\u003e\u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003ePrologue: Marketing in the Post-Normal Era xiii\u003c\/p\u003e \u003cp\u003eAcknowledgments xv\u003c\/p\u003e \u003cp\u003e1 The Omnihouse Model: A Holistic Perspective of Entrepreneurial Marketing 1\u003c\/p\u003e \u003cp\u003e2 From Professional to Entrepreneurial Marketing: The Core Elements of the Omnihouse Model 7\u003c\/p\u003e \u003cp\u003e3 Rethinking Competition: Collaborating for Sustainability 17\u003c\/p\u003e \u003cp\u003e4 Navigating Customers: Progressive Approach for Stronger Market Position 33\u003c\/p\u003e \u003cp\u003e5 Unifying Capabilities: Converging Mindsets Within an Organization 47\u003c\/p\u003e \u003cp\u003e6 Integrating Functions: Converging Departments Within an Organization 55\u003c\/p\u003e \u003cp\u003e7 Converging Creativity and Productivity: From Idea Generation to Capital Optimization 67\u003c\/p\u003e \u003cp\u003e8 Creativity and the Balance Sheet: Securing Funding for Imaginative Capabilities 79\u003c\/p\u003e \u003cp\u003e9 Converging Innovation and Improvement: Solution-Centric Approach for Higher Profit Margin 93\u003c\/p\u003e \u003cp\u003e10 Converging Leadership and Management: Maintaining Values and Increasing Market Value 109\u003c\/p\u003e \u003cp\u003e11 Finding and Seizing Opportunities: From Business Outlook to Marketing Architecture 123\u003c\/p\u003e \u003cp\u003e12 Building Omni Capabilities: From Preparation to Execution 141\u003c\/p\u003e \u003cp\u003e13 Securing Future Trajectory: From Balance Sheet to Market Value 161\u003c\/p\u003e \u003cp\u003e14 Uniting Marketing and Finance: From Separation to Integration 181\u003c\/p\u003e \u003cp\u003e15 Technology for Humanity: High Tech, Higher Touch 199\u003c\/p\u003e \u003cp\u003e16 Technology and Stakeholders: Leveraging Tools to Increase Value 211\u003c\/p\u003e \u003cp\u003e17 The Post-Operational Excellence: Balancing Rigidity and Flexibility 225\u003c\/p\u003e \u003cp\u003eEpilogue: Visioning the Next Curve 241\u003c\/p\u003e \u003cp\u003eAppendix: Punokawan and Pandava: The Indonesian Mythic Symbols of CI-EL and PI-PM in the Omnihouse Model 249\u003c\/p\u003e \u003cp\u003eAbout the Authors 253\u003c\/p\u003e \u003cp\u003eIndex 255\u003c\/p\u003e  \u003cp\u003e\u003cb\u003ePHILIP KOTLER\u003c\/b\u003e is the S.C. Johnson \u0026amp; 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eHERMAWAN KARTAJAYA\u003c\/b\u003e 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eHOOI DEN HUAN\u003c\/b\u003e 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. \u003c\/p\u003e\u003cp\u003e\u003cb\u003eJACKY MUSSRY\u003c\/b\u003e 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.   \u003c\/p\u003e\u003cp\u003eIn \u003ci\u003eEntrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability\u003c\/i\u003e, a distinguished team of world-leading marketing professionals delivers a wake-up call to the marketing industry that alerts us all to the indisputable fact that the conventional marketing approach is no longer working. To help move us beyond the status quo, the book explains the new Omnihouse Model. This model puts the entrepreneurial and operational aspects of marketing at the center of the action. \u003c\/p\u003e\u003cp\u003eEach chapter in the book begins with an instructive global or regional case study.You’ll explore how to marry the twin capabilities of innovation and incremental improvement into a single, workable whole. You’ll also discover what it means to employ “technology for humanity” and to combine marketing and finance into an integrated, cooperative unit. \u003c\/p\u003e\u003cp\u003eAn indispensable resource for marketing professionals, salespeople, executives, managers, and business leaders, \u003ci\u003eEntrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability\u003c\/i\u003e is a can’t-miss book that belongs in the libraries of anyone interested in how best to deal with the ever-changing business landscape and secure customers’ loyalty in a world where the old marketing rules no longer work.   \u003c\/p\u003e\u003cp\u003e\u003cb\u003eStraight from the father of modern marketing, Philip Kotler, comes an eye-opening exploration of marketing in a permanently changed world\u003c\/b\u003e \u003c\/p\u003e\u003cp\u003eMarketing has become too professionalized. It needs more creativity and entrepreneurial spirit. \u003ci\u003eEntrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability\u003c\/i\u003e is a clarion call to marketers to embrace new and exciting strategies suited to the post-COVID world. \u003c\/p\u003e\u003cp\u003eCOVID-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. \u003c\/p\u003e\u003cp\u003eDiscover 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. \u003c\/p\u003e\u003cp\u003eA must-read resource for anyone interested in developing their brand in a world where many accepted marketing “truths” are being reconsidered, \u003ci\u003eEntrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability\u003c\/i\u003e 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.\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47989142782181,"sku":"NP9781119835202","price":28.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119835202.jpg?v=1761782969","url":"https:\/\/k12savings.com\/es\/products\/entrepreneurial-marketing-isbn-9781119835202","provider":"K12savings","version":"1.0","type":"link"}