TY  - BOOK
AU  - Kotler ,Philip
AU  - Kartajaya ,Hermawan
AU  - Hooi ,Den Huan
TI  - Entrepreneurial Marketing : : Beyond Professional Marketing 
SN  - 9781119835202
AV  - HF5415.13 .K635 2023
PY  - 2023///]
CY  - Hoboken , NJ : 
PB  - Wiley
KW  - Marketing
KW  - Management
KW  - Organizational change
KW  - Decision making
KW  - Strategic planning
KW  - Creative ability in business
N1  - Includes index
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. 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"--
ER  -