Entrepreneurial Marketing Beyond Professionalism to Creativity, Leadership, and Sustainability
"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. Entrepr...
| Otros Autores: | |
|---|---|
| Formato: | Libro electrónico |
| Idioma: | Inglés |
| Publicado: |
Hoboken, New Jersey :
John Wiley & Sons, Inc
[2023]
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| Edición: | First edition |
| Materias: | |
| Ver en Biblioteca Universitat Ramon Llull: | https://discovery.url.edu/permalink/34CSUC_URL/1im36ta/alma991009757917706719 |
Tabla de Contenidos:
- 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
- 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
- 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
- Second Condition: Challenges = Sources of Advantages
- Third Condition: Challenges >
- Sources of Advantages
- Key Takeaways
- Chapter 4 Navigating Customers: Progressive Approach for Stronger Market Position
- The Connected Customers
- Customer Management Toward 2030
- 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
- 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
- Status Quo on Productivity
- Productivity Is Everything
- Inflexibility in Productivity
- Input-Output Perspective
- Attracting Customers and Investors
- Impatient Customers
- Highly Cautious Investors
- Key Takeaways
- Chapter 8 Creativity and the Balance Sheet: Securing Funding for Imaginative Capabilities
- Lender Perspective
- Investor Perspective
- The Essence of Creativity
- Creating Choices
- Selecting Choices
- Measuring the Productivity of Creativity
- Effectiveness of Creativity
- Efficiency of Creativity
- Productivity of Creativity
- Creativity for Productive Capital
- Underinvestment Range
- Near-Optimum Investment Range
- Optimum Investment Point
- Overinvestment Range
- Key Takeaways.
- Chapter 9 Converging Innovation and Improvement: Solution-Centric Approach for Higher Profit Margin
- The 4C Analysis
- Customer Analysis
- Competitor Analysis
- Company Analysis
- Conservative Versus Radical
- Innovative Solutions for Improved Margins
- Ways to Innovate
- The Three Strategic Suitabilities
- Incremental Versus Drastic Change of Profit Margin
- Reciprocal Relationship of Innovation and Profitability
- Key Takeaways
- Chapter 10 Converging Leadership and Management: Maintaining Values and Increasing Market Value
- Leadership and Entrepreneurial Marketing
- Leadership and Entrepreneurship
- Leadership and Marketing
- Leadership and Management
- Leadership and Market Value
- Key Takeaways
- Chapter 11 Finding and Seizing Opportunities: From Business Outlook to Marketing Architecture
- From Outlook to Choices
- Technology
- Political/Legal
- Economy
- Social/Cultural
- Market
- Competitor
- Customer
- Company
- Translating Choice into Marketing Architecture
- Marketing Strategy
- Marketing Tactic
- Marketing Value
- The Positioning-Differentiation-Brand Triangle
- Key Takeaways
- Chapter 12 Building Omni Capabilities: From Preparation to Execution
- Preparation and Execution
- Developing the Omni Talent
- Building Creative Capability
- Building Innovation Capability
- Building Entrepreneurial Capability
- Building Leadership Capability
- Building Productivity Capability
- Building Improvement Capability
- Building Professionalism Capability
- Building Managerial Capability
- In Practice
- Key Takeaways
- Chapter 13 Securing Future Trajectory: From Balance Sheet to Market Value
- Cash Is Still King
- Past, Present, and Future
- The Balance Sheet and Income Statement Loop
- Financial Ratios: The Counterclockwise Approach
- The Overlooked ROS and Net Profit Margin.
- The Forgotten Asset Turnover
- The Neglected Return on Assets
- The Incomprehensible Equity Multiplier Ratio
- The Unthinkable Return on Equity
- Understanding Cash Flow and Market Value
- Step 1: Industry Potential and Economic Risks Analysis
- Step 2: In-Depth Company Analysis
- Step 3: Historical Financial Performance Evaluation
- Step 4: Financial Projection Development
- Step 5: Investment Decision-Making
- Anticipating Investors
- Cash Flow and Market Value Loop
- Key Takeaways
- Chapter 14 Uniting Marketing and Finance: From Separation to Integration
- Historically Important but Separate Pillars
- Efficiency, Effectiveness, and Productivity Revisited
- Standard Financial Statements Are Not Enough
- Stages of Unification
- Stage 0: Entirely Separated
- Stage 1: Basic Communication
- Stage 2: Limited Coordination
- Stage 3: Comprehensive Alignment
- Stage 4: Fully Integrated
- The Finance-Marketing Loop
- Key Takeaways
- Chapter 15 Technology for Humanity: High Tech, Higher Touch1
- The New Level of Touch
- Implications of Tech-Driven Marketing
- Customer Management
- More Attention on Community
- More Contextual Approach
- More Realistic Positioning
- Product Management
- Codify Authentic Differentiation
- Reinvent Marketing Mix
- Redesign Sales Channel
- Brand Management
- Build Strong Character
- Instill a Sense of Caring
- Open Up Collaboration
- Key Takeaways
- Chapter 16 Technology and Stakeholders: Leveraging Tools to Increase Value
- Technology for People
- Compensation Management Software
- Cloud Computing
- Collaboration Platforms
- Data Analytics
- Augmented Reality and Virtual Reality
- 3D Printing
- Robotics/Automation
- Industrial Internet of Things
- Technology for Customers
- Customer Data Platforms (CDPs)
- Online Payment Systems
- Chatbots and Virtual Assistants.
- Internet of Things
- Community Platform
- Augmented Reality and Virtual Reality
- Facial Recognition
- Technology for Society
- Green Material
- Green Manufacturing
- The Impact on a Company
- Key Takeaways
- Chapter 17 The Post-Operational Excellence: Balancing Rigidity and Flexibility
- Rigidity Is Natural
- Weak Entrepreneurial Mindset
- Stagnation of Creativity and Innovation
- Ignoring the Competition
- Not Taking Care of Customers
- Not Transforming the Business Model
- Ignoring Macro-Environment Changes
- Weak Digitization Orientation
- The Value Chain Is Not Dead
- Continual Adjustment of Value Chain
- The Supply Chain Is Even More Relevant
- Integration and Strategic Flexibility
- Integration, Bargaining Position, and QCD
- Insufficiency of Linear Relationship
- The Business Ecosystem Is the Ultimate Domain
- Advantages of a Business Ecosystem
- Operations at the Center Stage
- New Character of Operational Excellence
- Stretching the QCD
- Managing Rigidity and Flexibility
- Key Takeaways
- Epilogue: Visioning the Next Curve
- What Are We Facing Now?
- Collaboration Is a Must
- Highly Sophisticated Customers
- The Need to Converge Dichotomies
- Sound Strategy and Tactics Are a Must
- The Importance of Talented People
- Integrating Inside and Outside
- The Era of Tech-DrivenMarketing
- Operational Flexibility Is Crucial
- What Lies Ahead Does Matter
- The Pending Golden Era of Gen Z
- The Beginning of Metaverse
- Higher Relevance of ESG Criteria
- SDGs' Deadline Is Approaching
- The Wicked 7
- The Era of Sharing and the Circular Economy
- The Next Curve
- Policies on Resources, Capabilities, and Competencies
- Appendix: Punokawan and Pandava: The Indonesian Mythic Symbols of CI-EL and PI-PM in the Omnihouse Model
- Punokawan as the Symbol of CI-EL
- Pandava as the Symbol of PI-PM.
- About the Authors.
