| Description |
1 online resource (285 p.) |
| Contents |
Cover -- Title Page -- Copyright Page -- Contents -- Foreword -- Prologue: Marketing in the Post-Normal Era -- Acknowledgments -- Chapter 1 The Omnihouse Model: A Holistic Perspective of Entrepreneurial Marketing -- Overcoming Marketing Blind Spots -- Ignoring the Macroenvironment -- Misalignment of Marketing and Finance -- A Disharmonious Marketing and Sales Relationship -- Weak Integration of Online and Offline Marketing -- Overlooking Human Capital -- Lack of Humanity in Marketing -- Chapter 2 From Professional to Entrepreneurial Marketing: The Core Elements of the Omnihouse Model |
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Understanding Professional Marketing -- Advantages and Disadvantages of Professional Marketing -- The Entrepreneurial Approach -- Opportunity Seeker -- Risk-Taker -- Network Collaborator -- The Entrepreneurship Model for Marketing -- Comparing Professional and Entrepreneurial Marketing -- Key Takeaways -- Chapter 3 Rethinking Competition: Collaborating for Sustainability -- What's Shifting Our Marketing World -- Technology -- Political and Legal Issues -- The Economy -- Social and Cultural Issues -- Market Conditions -- Change Is in the Air -- Competing amid the Drivers |
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The Future of Competition -- More Digitalized -- More Unforgiving Players -- Level Playing Field -- Harder to Differentiate -- Faster Pace -- Stronger Interdependency -- Balancing Competition and Collaboration -- Greater Challenges, Stronger Collaboration -- First Condition: Challenges Sources of Advantages -- Key Takeaways -- Chapter 4 Navigating Customers: Progressive Approach for Stronger Market Position -- The Connected Customers -- Customer Management Toward 2030 |
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The Need for Digitalized Marketing Capabilities -- The Need to Review the Business Model -- Navigating Customers -- The Choice: Conservative or Progressive -- Key Takeaways -- Chapter 5 Unifying Capabilities: Converging Mindsets Within an Organization -- Creativity and Innovation Mindset -- Entrepreneurship and Leadership Mindset -- Productivity and Improvement Mindset -- Professionalism and Management Mindset -- Key Takeaways -- Chapter 6 Integrating Functions: Converging Departments Within an Organization -- Connecting Marketing and Finance -- Coupling Technology and Humanity |
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The Importance of Unification -- Obstacle 1: Organizational Rigidity -- Obstacle 2: Organizational Inertia -- Reasons to Unify -- Relevancy -- Survivability -- Sustainability -- Phases Toward Sustainability -- Key Takeaways -- Chapter 7 Converging Creativity and Productivity: From Idea Generation to Capital Optimization -- The Problem with Creativity -- Larger Company, Weaker Creativity -- Unclear Purpose of Creativity -- Intense Creativity, Zero Execution -- Idealism and Reality -- Underappreciation of Creativity -- Unclear Orientation of Creativity -- The Problem with Productivity |
| Notes |
Description based upon print version of record |
|
Status Quo on Productivity |
| Form |
Electronic book
|
| Author |
Kotler, Philip
|
|
Huan, Hooi Den
|
|
Mussry, Jacky
|
| ISBN |
9781119835431 |
|
1119835437 |
|
