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Title: Entrepreneurial marketing : beyond professional marketing
Authors: Kotler, Philip
Keywords: Marketing; Organizational change; Tiếp thị; Sng tạo trong kinh doanh
Issue Date: 2023
Publisher: Wiley
Abstract: "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"--
URI: http://thuvienso.thanglong.edu.vn//handle/TLU/9798
Appears in Collections1-Kinh tế - Quản lý
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