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Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability
Wiley (Publisher)
Product Specifications
Book Description
About the Book: Entrepreneurial Marketing: Beyond Professionalism to Creativity,
Leadership, and Sustainability
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.
About the Author: Philip
Book Specifications
ISBN-13 9789363863767
Language English
Binding Paper Back
Publisher Wiley
Publishing Date 2025-08
Total Pages 288