Philip Kotler - Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability

1. Chapter 3
2. Chapter 4
3. Chapter 8
4. Chapter 9
5. Chapter 10
6. Chapter 12
7. Chapter 13
8. Chapter 14
9. Epilogue

1. Chapter 1
2. Chapter 2
3. Chapter 3
4. Chapter 4
5. Chapter 5
6. Chapter 6
7. Chapter 7
8. Chapter 8
9. Chapter 9
10. Chapter 10
11. Chapter 11
12. Chapter 12
13. Chapter 13
14. Chapter 14
15. Chapter 15
16. Chapter 16
17. Chapter 17
18. Epilogue
19. Appendix

Kotler and colleagues are at it again. There are no parts of marketing that Phil and his collaborators have not had their imprint. This book takes us from the previously established omnichannel literature on how we go to marketing through a multiplicity of interrelated channels to an inner perspective on the need in 2023 to redesign the organization on how we work in an omnihouse model. They outline how the interconnectedness of every part of the organization is essential with all the changes in the world and how we operate today. They define the new structure for today's firm to survive and thrive. Bravo!!!

David J. Reibstein

Professor of Marketing

The Wharton School, University of Pennsylvania

Marketing people often get caught up merely in tactical matters. This book provides a holistic perspective so that business people, especially marketers, can understand things more strategically in providing solutions for customers and other stakeholders while maintaining satisfactory profit margins and being concerned about the company's market value.

Hermann Simon

Founder and Honorary Chairman

SimonKucher & Partners

I love the fundamental idea of having an entrepreneurial mindset and tools to augment the existing professional competence rather than replace it. This book shows how an entrepreneurial mindset, with its creativity, agility, and cando' attitude, needs to augment the professional competence of the modern firm faced with dynamic marketing places.

David Aaker

Professor Emeritus

University of California, Berkeley's Haas School of Business

Marketing Entrepreneurship is an expertlyconceived book that puts front and center the role of marketing in the success of new enterprises. It is a mustread for entrepreneurs, new and seasoned alike.

Stanley F. Stasch

Professor Emeritus

Loyola University Chicago

The horizons of marketing science are continuously expanding. Entrepreneurial marketing is also developing, more strongly intertwined with many aspects, and showing a progressively crucial role in business performance. I am happy that this book can simplify those complexities and take us to the new frontier of entrepreneurial marketing.

Marc Oliver Opresnik

Chief Research Officer Kotler Impact and

Distinguished Professor of Marketing and Management

Technical University of Lbeck

PHILIP KOTLER

HERMAWAN KARTAJAYA

HOOI DEN HUAN

JACKY MUSSRY

Copyright 2023 by John Wiley & Sons, Inc. All rights reserved.

Published by John Wiley & Sons, Inc., Hoboken, New Jersey.

Published simultaneously in Canada.

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Library of Congress CataloginginPublication Data:

Names: Kotler, Philip, author. | Kartajaya, Hermawan, 1947 author. | Hooi, Den Huan, author. | Mussry, Jacky, author.

Title: Entrepreneurial marketing : beyond professionalism to creativity, leadership, and sustainability / Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry.

Description: First edition. | Hoboken, NJ : Wiley, [2023] | Includes index.

Identifiers: LCCN 2022054469 (print) | LCCN 2022054470 (ebook) | ISBN 9781119835202 (hardback) | ISBN 9781119835448 (adobe pdf) | ISBN 9781119835431 (epub)

Subjects: LCSH: MarketingManagement. | Organizational change. | Decision making. | Strategic planning. | Creative ability in business.

Classification: LCC HF5415.13 .K635 2023 (print) | LCC HF5415.13 (ebook) | DDC 658.8dc23/eng/20221110

LC record available at https://lccn.loc.gov/2022054469

LC ebook record available at https://lccn.loc.gov/2022054470

Cover Design: Paul McCarthy

Author Photos: Courtesy of the Authors

To my nine granddaughters and grandsons: Jordan, Jamie, Ellie, Abbie, Olivia, Sam, Saffire, Shaina, and Dante.

Philip Kotler

To Joko Widodo, the president of the Republic of Indonesia (20142024), who leads the G20 Indonesia Presidency (2022) and ASEAN Chairmanship (2023), which will bring Indonesian wisdom to world humanity. I am very proud of you.

Hermawan Kartajaya

To my wonderful parents, wife, daughters, and sisters.

Hooi Den Huan

To my family who always believed in me, teachers, and those who passed away too soon due to COVID19.

Jacky Mussry

This book is a timely gift to the next generation of marketers.