Entrepreneurial marketing beyond professional marketing / Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry.
| Author/creator | Kotler, Philip |
| Other author | Kartajaya, Hermawan, 1947- |
| Other author | Hooi, Den Huan. |
| Format | Electronic |
| Edition | First edition. |
| Publication Info | Hoboken, NJ : Wiley, [2023] |
| Description | 1 online resource |
| Supplemental Content | Full text available from eBooks on EBSCOhost |
| Subjects |
| Abstract | "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. |
| General note | Includes index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Source of description | Description based on print version record and CIP data provided by publisher; resource not viewed. |
| Issued in other form | Print version: Kotler, Philip. Entrepreneurial marketing First edition. Hoboken, NJ : Wiley, [2023] 9781119835202 |
| Genre/form | Electronic books. |
| LCCN | 2022054470 |
| ISBN | 9781119835431 (epub) |
| ISBN | 9781119835448 (adobe pdf) |
| ISBN | (hardback) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |