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

A work by Philip Kotler and three marketing leaders that rethinks traditional marketing by integrating online technologies, organizational interconnectivity and an entrepreneurial mindset to drive creativity, leadership and long-term sustainability.

Key points

• Presents an innovative “entrepreneurial marketing” approach: agile, creative and proactive, meant to be embedded across organizations.
• Emphasizes using online technologies both for consumer relationships and for internal company processes—moving beyond conventional marketing tactics.
• Argues that interconnectivity across all organizational functions is essential and defines a new operational framework for business success.
• Advocates converging marketing and finance, centering operations, and adopting human-centered technologies.
• Examines the tension between developing core competencies and collaborating with multiple stakeholders, including competitors.

Who it’s for

• Marketing professionals, entrepreneurs and organizational leaders seeking practical strategies to create value and drive company success.

What you’ll get

• Strategic frameworks and practical techniques to guide marketing departments toward value creation.
• A post-entrepreneurial view of the commercial landscape that links operations, finance and technology.
• Analysis of collaboration paradoxes and recommendations for balancing internal capability building with external partnerships.

Endorsement

David J. Reibstein (The Wharton School) highlights the book’s thesis that organizational interconnectivity is essential and that Kotler and his colleagues define a new structure for companies to prosper.