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Entrepreneurial marking: Beyond professionalism to creativity, leadership, and sustainability

By: Contributor(s): Material type: TextTextPublication details: Hoboken John Wiley & sons, Inc. 2023Description: xvi, 266 p. Includes bibliographical reference and indexISBN:
  • 9781119835202
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Summary: 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.
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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.

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