| ISBN： | 9781119835202 |
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| 编目源： | DLC DLC OCLCF TOH UKMGB OJ4 WRM OCLCO YDX OCLCO |
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| 个人名称： | Kotler, Philip, |
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| 题名： | Entrepreneurial marketing : beyond professionalism to creativity, leadership, and sustainability / Edited by Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry. |
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| 出版发行项： | Hoboken, NJ : Wiley, [2023] |
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| 载体形态： | xvi, 266 pages : illustrations ; 24 cm |
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| 书目附注： | Includes bibliographical references and index. |
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| 格式化内容附注： | Foreword -- Prologue: Marketing in the post-normal era -- 1 The Omnihouse model: A holistic perspective of entrepreneurial marketing -- 2 From professional to entrepreneurial marketing: The core elements of the Omnihouse model -- 3 Rethinking competition: Collaborating for sustainability -- 4 Navigating customers: Progressive approach for stronger market position -- 5 Unifying capabilities: Converging mindsets within an organization -- 6 Integrating functions: Converging departments within an organization -- 7 Converging creativity and productivity: From idea generation to capital optimization -- 8 Creativity and the balance sheet: Securing funding for imaginative capabilities -- 9 Converging innovation and improvement: Solution-centric approach for higher profit margin -- 10 Converging leadership and management: Maintaining values and increasing marketing architecture -- 12 Building omni capabilities: From preparation to execution -- 13 Securing future trajectory: From balance sheet to market value -- 14 Uniting marketing and finance: From separation to integration -- 15 Technology for humanity: High tech, higher touch -- 16 Technology and stakeholders: Leveraging tools to increase value -- 17 The post-operational excellence: Balancing rigidity and flexibility -- Epilogue: Visioning the next curve -- Appendix: Punokawan and Pandava: The Indonesian mythic symbols of CI-EL and PI-PM in the Omnihouse model. |
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