Publisher Description
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 view 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; and explorations of the paradox between the development of core competencies and collaboration with various parties, including competitors.
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About the Authors
Philip Kotler is the SC Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University. Although best known as a marketing guru, Kotler is a classically trained economist who did his master’s studies at the University of Chicago under Milton Friedman, the famed Nobel laureate and free-market evangelist, before moving to MIT to pursue a PhD under Paul Samuelson and Robert Solow, two Nobel Prize–winning Keynesian economists.
Steve Menasche is a conservatory-trained actor, musician, and martial artist who has toured the world with West Side Story, Jesus Christ Superstar, and the American Folk Theatre. As a voice actor, he has completed over 140 audiobooks and has been featured in national radio and television campaigns. As a musician, Steve records and performs with the San Francisco Free Jazz Collective.
About Eric Jason Martin
Eric Jason Martin is an Earphones Award–winning narrator. He has narrated many dozens of audiobooks in fiction and nonfiction. He is also the host and producer of the award-winning This American Wife, a popular podcast, and now web series, that features original comedy and stories, as well as interviews with authors such as Robert Greene and Amy Tan.