Entrepreneurial Marketing.

Professional marketing strategies and tactics follow set procedures that traditionally generate steady profits. These marketing tactics and strategies aren't agile enough to adjust to our current highly connected dynamic business landscape. In Entrepreneurial Marketing, Philip Kotler, Hermawan Kartajaya, Hooi Den Huan, and Jacky Mussry describe the mindset that all business leaders and senior staff need to gain a competitive edge through the increased collaboration, departmental integration, and innovation required to meet the needs of today's customers. They provide financial and analytical tools that measure productivity and the value of tangible and intangible assets. These metrics can provide the market value basis for the stakeholder investment decisions that will ensure long-term sustainability.