Entrepreneurial Marketing. How to Notice Market Signals, Instantly Test Hypotheses, and Work Only on What Delivers Results
The book explains why it is no longer enough to know how to use marketing tools — you need to think like an entrepreneur within the company.
Thanks to this book, you will:
- learn to test hypotheses based not on reports, but on direct feedback from customers;
- master the "omnichannel" approach: integrate the functions of the organization so that each department strengthens the other;
- discover methods that will allow marketing to influence strategy rather than remain a support function;
- understand exactly how to act when forecasts do not work.
Author: Филип Котлер, Хермаван Картаджайа, Ден Хуань Хой, Джеки Мюссри
Printhouse: Eksmo
Series: Marketing Atlases
Age restrictions: 12+
Year of publication: 2026
ISBN: 9785042202926
Number of pages: 320
Size: 243х171х22 mm
Cover type: hard
Weight: 637 g
ID: 1732526
from € 38.94
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