Entrepreneurial Marketing - Beyond Professionalism to Creativity, Leadership, and Sustainability

An 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.

The authors introduce a fresh entrepreneurial marketing approach, converging dichotomies into a coherent form. The book also includes:
_ A post-entrepreneurial-marketing v iew of the commercial landscape which puts the operational aspect at the center of the action, converging marketing and finance, and adopting technology for humanity
_ Discussions of the strategies and techniques that will drive the actions of the marketing departments to create value with values that will lead the company to success through the year 2030
_ Explorations of the paradox between the development of core competencies and collaboration with various parties, including competitors

The latest publication from some of the foremost minds in marketing--and in business, generally--Entrepreneurial Marketing: Beyond Professional Marketing is a must-read combination of unique insight, concrete advice, and implementable strategies that introduce a new mindset for every professional marketer, entrepreneur, and business leaders worldwide.

Inhaltsverzeichnis:

Foreword xi

Prologue: Marketing in the Post-Normal Era xiii

Acknowledgments xv

1 The Omnihouse Model: A Holistic Perspective of Entrepreneurial Marketing 1

2 From Professional to Entrepreneurial Marketing: The Core Elements of the Omnihouse Model 7

3 Rethinking Competition: Collaborating for Sustainability 17

4 Navigating Customers: Progressive Approach for Stronger Market Position 33

5 Unifying Capabilities: Converging Mindsets Within an Organization 47

6 Integrating Functions: Converging Departments Within an Organization 55

7 Converging Creativity and Productivity: From Idea Generation to Capital Optimization 67

8 Creativity and the Balance Sheet: Securing Funding for Imaginative Capabilities 79

9 Converging Innovation and Improvement: Solution-Centric Approach for Higher Profit Margin 93

10 Converging Leadership and Management: Maintaining Values and Increasing Market Value 109
11 Finding and Seizing Opportunities: From Business Outlook to Marketing Architecture 123

12 Building Omni Capabilities: From Preparation to Execution 141

13 Securing Future Trajectory: From Balance Sheet to Market Value 161

14 Uniting Marketing and Finance: From Separation to Integration 181

15 Technology for Humanity: High Tech, Higher Touch 199

16 Technology and Stakeholders: Leveraging Tools to Increase Value 211

17 The Post-Operational Excellence: Balancing Rigidity and Flexibility 225

Epilogue: Visioning the Next Curve 241

Appendix: Punokawan and Pandava: The Indonesian Mythic Symbols of CI-EL and PI-PM in the Omnihouse Model 249

About the Authors 253

Index 255