TY  - BOOK
AU  - Kotler, Philip
AU  - Kartajaya, Hermawan
AU  - Huan, Hooi den 
AU  - Mussry, Jacky
TI  - Entrepreneurial marking: Beyond professionalism to creativity, leadership, and sustainability 
SN  - 9781119835202
PY  - 2023///
CY  - Hoboken
PB  - John Wiley & sons, Inc.  
N2  - 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
ER  -