Entrepreneurial Marketing (eBook)

PHILIP KOTLER is the S.C. Johnson & Son Distinguished Professor (Emeritus) of International Marketing at Northwestern University's Kellogg School of Management. He is a world-leading and award-winning authority on marketing. His books have been translated into twenty-five languages. HERMAWAN KARTAJAYA is Founder and Chairman of MarkPlus, Inc., a leading marketing consulting firm in Indonesia. He is the Co-Founder of Asia Marketing Federation Foundation and one of the 50 Gurus Who Have Shaped the Future of Marketing. HOOI DEN HUAN is an Associate Professor of Marketing at the Nanyang Business School and former Director of the Nanyang Technopreneurship Center at the Nanyang Technological University in Singapore. He is a Co-Founder of the Asia Marketing Federation Foundation. JACKY MUSSRY is Deputy Chairman and CEO at MarkPlus, Inc. He has twenty-five years' consulting experience in multiple industries and regularly lectures on marketing and strategy related subjects.

Foreword xi

Prologue: Marketing in the Post-Normal Era xiii

Acknowledgments xv

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

2 From Professional to Entrepreneurial Marketing: The Core Elements of the Omnihouse Model 7

3 Rethinking Competition: Collaborating for Sustainability 17

4 Navigating Customers: Progressive Approach for Stronger Market Position 33

5 Unifying Capabilities: Converging Mindsets Within an Organization 47

6 Integrating Functions: Converging Departments Within an Organization 55

7 Converging Creativity and Productivity: From Idea Generation to Capital Optimization 67

8 Creativity and the Balance Sheet: Securing Funding for Imaginative Capabilities 79

9 Converging Innovation and Improvement: Solution-Centric Approach for Higher Profit Margin 93

10 Converging Leadership and Management: Maintaining Values and Increasing Market Value 109

11 Finding and Seizing Opportunities: From Business Outlook to Marketing Architecture 123

12 Building Omni Capabilities: From Preparation to Execution 141

13 Securing Future Trajectory: From Balance Sheet to Market Value 161

14 Uniting Marketing and Finance: From Separation to Integration 181

15 Technology for Humanity: High Tech, Higher Touch 199

16 Technology and Stakeholders: Leveraging Tools to Increase Value 211

17 The Post-Operational Excellence: Balancing Rigidity and Flexibility 225

Epilogue: Visioning the Next Curve 241

Appendix: Punokawan and Pandava: The Indonesian Mythic Symbols of CI-EL and PI-PM in the Omnihouse Model 249

About the Authors 253

Index 255