000			01180nam a2200217 4500
005			20251014095933.0
008			251014b |||||||| |||| 00| 0 eng d
020			_a9781119835202
037			_cTextual
040			_aRTL _cRTL
084			_qRTL
100			_aKotler, Philip _9848135
245			_aEntrepreneurial marking: Beyond professionalism to creativity, leadership, and sustainability
260			_aHoboken _bJohn Wiley & sons, Inc. _c2023
300			_axvi, 266 p. _bIncludes bibliographical reference and index
520			_aMarketing 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.
700			_aKartajaya, Hermawan _eCo-author _9848136
700			_aHuan, Hooi den _eCo-author _9848137
700			_aMussry, Jacky _eCo-author _9848138
942			_2CC _n0 _cTEXL
999			_c1464697 _d1464697