Marketing empreendedor: Como aprimorar o marketing tradicional e garantir mais criatividade, liderança e sustentabilidade

A work by Philip Kotler and three leading marketing executives that rethinks traditional marketing by integrating online technologies, organizational interconnectivity and an entrepreneurial mindset to drive creativity, leadership and sustainable value.

Core idea

The book presents “entrepreneurial marketing”: an agile, creative and proactive approach that spreads across organizations, using digital tools and closer collaboration between functions (notably marketing and finance) to go beyond conventional marketing practices.

Key points

• Shows how online technologies can reshape relationships with consumers and internal company processes.
• Emphasizes the interconnectivity of all organizational sectors as essential to modern operations.
• Argues for an operationally centered commercial strategy that converges marketing and finance and adopts technology with human-centered goals.
• Offers practical strategies and techniques for marketing teams to create value that drives company success.
• Examines the tension between building core competencies and collaborating with multiple parties, including competitors.

Who should read it

• Marketing professionals
• Entrepreneurs
• Business leaders and executives

Notable endorsement

“Kotler and his colleagues demonstrate how the interconnectivity of all sectors of the organization is essential in the way they operate and define a new framework for companies to prosper.” — David J. Reibstein, The Wharton School

Takeaway

A modern manual for transforming marketing from a siloed function into an organization-wide, technology-enabled, value-creating discipline guided by entrepreneurial thinking and sustainable leadership.