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 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 * 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.
