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

Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry
  • ISBN: 9789363863767
  • 288 pages

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.

About the Author

Philip Kotler (Evanston, IL; https://kotlermarketing.com/phil1.shtml ) is the S.C. Johnson Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg Graduate School of Management, and one of the world's leading authorities on marketing. His writing has defined marketing around the world for the past forty years. He is the recipient of awards and honorary degrees from schools all over the world. His books have been translated into twenty-five languages.

Hermawan Kartajaya (Jakarta, Indonesia; http://www.markplusinc.com/ ) is the founder and Chairman of MarkPlus Consulting, the largest marketing consulting firm in Indonesia. He is the President of the World Marketing Association, one of the "50 Gurus Who Have Shaped The Future of Marketing" according to The Chartered Institute of Marketing, United Kingdom (CIM-UK), and coauthor with Kotler of several books, including Marketing 3.0, Marketing 4.0, and Marketing 5.0.

Hooi Den Huan (Singapore; https://www.ntu.edu.sg/Pages/home.aspx ) is an Associate Professor of Marketing at the Nanyang Business School and Past Director of the Nanyang Technopreneurship Center, Nanyang Technological University, Singapore. Den is on the board of the Asia Marketing Federation Foundation and has conducted numerous executive development programs in Marketing.

Jacky Mussry (Jakarta, Indonesia; http://www.markplusinc.com/ ) Deputy Chairman and CEO at MarkPlus, Institute, and has almost 25 years of consulting experience spanning multiple industries in Indonesia. He delivers guest lectures at universities in Indonesia on marketing and strategy related subjects.

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

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