Entrepreneurial Marketing: Beyond Professionalism to Creativity, Leadership, and Sustainability Ed. 1 (eBook)

Overview: 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. 

ISBN: 9781119835431

Edition: 1

Publisher: Wiley

Format: Digital

GUST Course: MRKT 564