Entrepreneurial Marketing

Entrepreneurial Marketing

by Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry
Released March 2023
Publisher(s): Wiley
ISBN: 9781119835202

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Book description

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.

Table of contents

  1. Cover
  2. PRAISE FOR ENTREPRENEURIAL MARKETING
  3. Title Page
  4. Copyright
  5. Dedication
  6. Foreword
  7. Prologue: Marketing in the Post‐Normal Era
    1. Notes
  8. Acknowledgments
  9. CHAPTER 1: The Omnihouse Model: A Holistic Perspective of Entrepreneurial Marketing
    1. Overcoming Marketing Blind Spots
    2. Note
  10. CHAPTER 2: From Professional to Entrepreneurial Marketing: The Core Elements of the Omnihouse Model
    1. Understanding Professional Marketing
    2. Advantages and Disadvantages of Professional Marketing
    3. The Entrepreneurial Approach
    4. The Entrepreneurship Model for Marketing
    5. Comparing Professional and Entrepreneurial Marketing
    6. Key Takeaways
    7. Notes
  11. CHAPTER 3: Rethinking Competition: Collaborating for Sustainability
    1. What's Shifting Our Marketing World
    2. Change Is in the Air
    3. Competing amid the Drivers
    4. The Future of Competition
    5. Balancing Competition and Collaboration
    6. Greater Challenges, Stronger Collaboration
    7. Key Takeaways
    8. Notes
  12. CHAPTER 4: Navigating Customers: Progressive Approach for Stronger Market Position
    1. The Connected Customers
    2. Customer Management Toward 2030
    3. Navigating Customers
    4. The Choice: Conservative or Progressive
    5. Key Takeaways
    6. Notes
  13. CHAPTER 5: Unifying Capabilities: Converging Mindsets Within an Organization
    1. Creativity and Innovation Mindset
    2. Entrepreneurship and Leadership Mindset
    3. Productivity and Improvement Mindset
    4. Professionalism and Management Mindset
    5. Key Takeaways
    6. Notes
  14. CHAPTER 6: Integrating Functions: Converging Departments Within an Organization
    1. Connecting Marketing and Finance
    2. Coupling Technology and Humanity
    3. The Importance of Unification
    4. Reasons to Unify
    5. Phases Toward Sustainability
    6. Key Takeaways
    7. Notes
  15. CHAPTER 7: Converging Creativity and Productivity: From Idea Generation to Capital Optimization
    1. The Problem with Creativity
    2. The Problem with Productivity
    3. Attracting Customers and Investors
    4. Key Takeaways
    5. Notes
  16. CHAPTER 8: Creativity and the Balance Sheet: Securing Funding for Imaginative Capabilities
    1. Lender Perspective
    2. Investor Perspective
    3. The Essence of Creativity
    4. Measuring the Productivity of Creativity
    5. Creativity for Productive Capital
    6. Key Takeaways
    7. Notes
  17. CHAPTER 9: Converging Innovation and Improvement: Solution‐Centric Approach for Higher Profit Margin
    1. The 4C Analysis
    2. Conservative Versus Radical
    3. Innovative Solutions for Improved Margins
    4. Ways to Innovate
    5. The Three Strategic Suitabilities
    6. Incremental Versus Drastic Change of Profit Margin
    7. Reciprocal Relationship of Innovation and Profitability
    8. Key Takeaways
    9. Notes
  18. CHAPTER 10: Converging Leadership and Management: Maintaining Values and Increasing Market Value
    1. Leadership and Entrepreneurial Marketing
    2. Leadership and Entrepreneurship
    3. Leadership and Marketing
    4. Leadership and Management
    5. Leadership and Market Value
    6. Key Takeaways
    7. Notes
  19. CHAPTER 11: Finding and Seizing Opportunities: From Business Outlook to Marketing Architecture
    1. From Outlook to Choices
    2. Translating Choice into Marketing Architecture
    3. The Positioning‐Differentiation‐Brand Triangle
    4. Key Takeaways
    5. Notes
  20. CHAPTER 12: Building Omni Capabilities: From Preparation to Execution
    1. Preparation and Execution
    2. Developing the Omni Talent
    3. Building Creative Capability
    4. Building Innovation Capability
    5. Building Entrepreneurial Capability
    6. Building Leadership Capability
    7. Building Productivity Capability
    8. Building Improvement Capability
    9. Building Professionalism Capability
    10. Building Managerial Capability
    11. In Practice
    12. Key Takeaways
    13. Notes
  21. CHAPTER 13: Securing Future Trajectory: From Balance Sheet to Market Value
    1. Cash Is Still King
    2. Past, Present, and Future
    3. The Balance Sheet and Income Statement Loop
    4. Financial Ratios: The Counterclockwise Approach
    5. Understanding Cash Flow and Market Value
    6. Anticipating Investors
    7. Cash Flow and Market Value Loop
    8. Key Takeaways
    9. Notes
  22. CHAPTER 14: Uniting Marketing and Finance: From Separation to Integration
    1. Historically Important but Separate Pillars
    2. Efficiency, Effectiveness, and Productivity Revisited
    3. Standard Financial Statements Are Not Enough
    4. Stages of Unification
    5. The Finance–Marketing Loop
    6. Key Takeaways
    7. Notes
  23. CHAPTER 15: Technology for Humanity: High Tech, Higher Touch1
    1. The New Level of Touch
    2. Implications of Tech‐Driven Marketing
    3. Customer Management
    4. Product Management
    5. Brand Management
    6. Key Takeaways
    7. Notes
  24. CHAPTER 16: Technology and Stakeholders: Leveraging Tools to Increase Value
    1. Technology for People
    2. Technology for Customers
    3. Technology for Society
    4. The Impact on a Company
    5. Key Takeaways
    6. Notes
  25. CHAPTER 17: The Post‐Operational Excellence: Balancing Rigidity and Flexibility
    1. Rigidity Is Natural
    2. The Value Chain Is Not Dead
    3. Continual Adjustment of Value Chain
    4. The Supply Chain Is Even More Relevant
    5. Integration and Strategic Flexibility
    6. Integration, Bargaining Position, and QCD
    7. Insufficiency of Linear Relationship
    8. The Business Ecosystem Is the Ultimate Domain
    9. Advantages of a Business Ecosystem
    10. Operations at the Center Stage
    11. New Character of Operational Excellence
    12. Stretching the QCD
    13. Managing Rigidity and Flexibility
    14. Key Takeaways
    15. Notes
  26. Epilogue: Visioning the Next Curve
    1. What Are We Facing Now?
    2. What Lies Ahead Does Matter
    3. The Next Curve
    4. Policies on Resources, Capabilities, and Competencies
    5. Notes
  27. Appendix: Punokawan and Pandava: The Indonesian Mythic Symbols of CI‐EL and PI‐PM in the Omnihouse Model
    1. Punokawan as the Symbol of CI‐EL
    2. Pandava as the Symbol of PI‐PM
    3. Notes
  28. About the Authors
  29. Index
  30. End User License Agreement

Product information

  • Title: Entrepreneurial Marketing
  • Author(s): Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, Jacky Mussry
  • Release date: March 2023
  • Publisher(s): Wiley
  • ISBN: 9781119835202