Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability
Description
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.
Table of Contents
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