Author Kotler, Philip Additional authorUnknown Publisher Wiley (Hoboken, NJ, 2023) Language(eng) English ISBN9781119835431 SeriesUnknown EditionFirst edition SubjectMARKETING MANAGEMENT;ORGANIZATIONAL CHANGE;CREATIVE ABILITY IN BUSINESS; NoteUnknown AbstractAn eye-opening discussion of the future of marketing, from four of the leading minds in the field In Entrepreneurial Marketing: Beyond Professional Marketing, 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.

Number of pages1 online resource (xv, 255 pages) DimensionUnknown Other descriptionUnknown