Item Infomation
Full metadata record
| DC Field | Value | Language |
|---|---|---|
| dc.contributor | Kartajaya, Hermawan | - |
| dc.contributor | Hooi, Den Huan | - |
| dc.contributor.author | Kotler, Philip | - |
| dc.date.accessioned | 2024-04-01T04:33:47Z | - |
| dc.date.available | 2024-04-01T04:33:47Z | - |
| dc.date.issued | 2023 | - |
| dc.identifier.uri | http://thuvienso.thanglong.edu.vn//handle/TLU/9798 | - |
| dc.description.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"-- | vi |
| dc.language.iso | en | vi |
| dc.publisher | Wiley | vi |
| dc.subject | Marketing | vi |
| dc.subject | Organizational change | vi |
| dc.subject | Tiếp thị | vi |
| dc.subject | Sng tạo trong kinh doanh | vi |
| dc.title | Entrepreneurial marketing : beyond professional marketing | vi |
| dc.type | Sách/Book | vi |
| Appears in Collections | 1-Kinh tế - Quản lý | |
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