(Ebook PDF) Entrepreneurial Marketing Beyond Professionalism to Creativity Leadership and Sustainability 1st Edition by Hermawan Kartajaya, Philip Kotler, Hooi Den Huan, Jacky Mussry ISBN 9781119835431 1119835437 full chapters

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Product details:

ISBN 10: 1119835437
ISBN 13: 9781119835431
Author:  Hermawan Kartajaya, Philip Kotler, Hooi Den Huan, Jacky Mussry

Table of contents:

CHAPTER 1: The Omnihouse Model: A Holistic Perspective of Entrepreneurial Marketing

• Overcoming Marketing Blind Spots

• Note

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

• The Entrepreneurship Model for Marketing

• Comparing Professional and Entrepreneurial Marketing

• Key Takeaways

• Notes

CHAPTER 3: Rethinking Competition: Collaborating for Sustainability

• What’s Shifting Our Marketing World

• Change Is in the Air

• Competing amid the Drivers

• The Future of Competition

• Balancing Competition and Collaboration

• Greater Challenges, Stronger Collaboration

• Key Takeaways

• Notes

CHAPTER 4: Navigating Customers: Progressive Approach for Stronger Market Position

• The Connected Customers

• Customer Management Toward 2030

• Navigating Customers

• The Choice: Conservative or Progressive

• Key Takeaways

• Notes

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

• Notes

CHAPTER 6: Integrating Functions: Converging Departments Within an Organization

• Connecting Marketing and Finance

• Coupling Technology and Humanity

• The Importance of Unification

• Reasons to Unify

• Phases Toward Sustainability

• Key Takeaways

• Notes

CHAPTER 7: Converging Creativity and Productivity: From Idea Generation to Capital Optimization

• The Problem with Creativity

• The Problem with Productivity

• Attracting Customers and Investors

• Key Takeaways

• Notes

CHAPTER 8: Creativity and the Balance Sheet: Securing Funding for Imaginative Capabilities

• Lender Perspective

• Investor Perspective

• The Essence of Creativity

• Measuring the Productivity of Creativity

• Creativity for Productive Capital

• Key Takeaways

• Notes

CHAPTER 9: Converging Innovation and Improvement: Solution‐Centric Approach for Higher Profit Margin

• The 4C 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

• Notes

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

• Notes

CHAPTER 11: Finding and Seizing Opportunities: From Business Outlook to Marketing Architecture

• From Outlook to Choices

• Translating Choice into Marketing Architecture

• The Positioning‐Differentiation‐Brand Triangle

• Key Takeaways

• Notes

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

• Notes

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

• Understanding Cash Flow and Market Value

• Anticipating Investors

• Cash Flow and Market Value Loop

• Key Takeaways

• Notes

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

• The Finance–Marketing Loop

• Key Takeaways

• Notes

CHAPTER 15: Technology for Humanity: High Tech, Higher Touch

• The New Level of Touch

• Implications of Tech‐Driven Marketing

• Customer Management

• Product Management

• Brand Management

• Key Takeaways

• Notes

CHAPTER 16: Technology and Stakeholders: Leveraging Tools to Increase Value

• Technology for People

• Technology for Customers

• Technology for Society

• The Impact on a Company

• Key Takeaways

• Notes

CHAPTER 17: The Post‐Operational Excellence: Balancing Rigidity and Flexibility

• Rigidity Is Natural

• 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

• Notes

Epilogue: Visioning the Next Curve

• What Are We Facing Now?

• What Lies Ahead Does Matter

• The Next Curve

• Policies on Resources, Capabilities, and Competencies

• Notes

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