Entrepreneurial Marketing

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 xiPrologue: Marketing in the Post-Normal Era xiiiAcknowledgments xv1 The Omnihouse Model: A Holistic Perspective of Entrepreneurial Marketing 12 From Professional to Entrepreneurial Marketing: The Core Elements of the Omnihouse Model 73 Rethinking Competition: Collaborating for Sustainability 174 Navigating Customers: Progressive Approach for Stronger Market Position 335 Unifying Capabilities: Converging Mindsets Within an Organization 476 Integrating Functions: Converging Departments Within an Organization 557 Converging Creativity and Productivity: From Idea Generation to Capital Optimization 678 Creativity and the Balance Sheet: Securing Funding for Imaginative Capabilities 799 Converging Innovation and Improvement: Solution-Centric Approach for Higher Profit Margin 9310 Converging Leadership and Management: Maintaining Values and Increasing Market Value 10911 Finding and Seizing Opportunities: From Business Outlook to Marketing Architecture 12312 Building Omni Capabilities: From Preparation to Execution 14113 Securing Future Trajectory: From Balance Sheet to Market Value 16114 Uniting Marketing and Finance: From Separation to Integration 18115 Technology for Humanity: High Tech, Higher Touch 19916 Technology and Stakeholders: Leveraging Tools to Increase Value 21117 The Post-Operational Excellence: Balancing Rigidity and Flexibility 225Epilogue: Visioning the Next Curve 241Appendix: Punokawan and Pandava: The Indonesian Mythic Symbols of CI-EL and PI-PM in the Omnihouse Model 249About the Authors 253Index 255